JP Morgan Chase
Small Business Campaign
Via BIAS Media
THE CHALLENGE
Financial content can often feel complex, distant, and hard to engage with on social media.
The challenge was to make financial tools and resources feel accessible, relatable, and actionable for small business owners, while maintaining the trust and credibility of the JPMorgan Chase brand
Overview
Freelance social content and copywriting via BIAS Media, supporting a small business storytelling campaign through founder led content, financial education, and platform native social assets.
Role
Social Media Specialist and Copywriter via BIAS Media (Freelance). Responsible for social content creation, caption writing, campaign planning, and photo and video content. Some assets were produced for live publication. Additional strategic concepts were developed as part of the broader campaign framework.
Note: This case study includes both published work and strategic concepts developed during the engagement. Published assets are marked accordingly.
Big Ideas, Real Impact.
These posts were built around business founders and their story, leading with their voice rather than the brand's. The goal was to make JP Morgan feel like a community partner rather than a financial institution.
The Insight
People do not want to be educated by their bank. They want to feel seen by it. The content that performs for financial brands on social is not product-forward. It is people-forward. Founder stories, community impact, small business spotlights, financial empowerment framed as possibility rather than obligation. The brands that win in this space make money feel like a tool for living, not a source of anxiety.
The opportunity was to bring that human-first lens to JP Morgan's social presence by leading with story and backing it up with credibility.
HUMAN-CENTERED
STORYTELLING
We led with real business owners and their journeys to make the content relatable and inspiring.
Why it mattered:
People connect with stories, not systems.
Strategy
SIMPLIFYING WITHOUT
DILUTING
We broke down complex financial topics into clear, actionable takeaways.
Why it mattered:
Clarity drives trust and retention.
PLATFORM-NATIVE
EDUCATION
We created content that fits how people learn on social-fast, visual, and easy to understand.
Why it mattered:
Better experience leads to better results.
TRUST-FIRST TONE
We used a tone that balances confidence, clarity, and credibility never hype.
Why it mattered:
Trust is the foundation of every decision.
Execution
Actionable Tip (REEL)
Founder Spotlight (REEL)
Financial Explainer (CAROUSEL)
Trust-Driven Brand Post
Campaign Performance:
Performance from published campaign assets
Metric
Total Reach
850,000+
Engagement Rate
Result
4.8%
Saves
Why it Matters
Show financial content can be engaging when handled properly
Significantly higher than the 1.2% financial services industry
12,400
Share Rate
3.2%
High save count on community slides proves the educational value of the content.
The "DITL" reels were shared by business owners, creating organic community advocacy.
ROI
20% lift in brand favorability among Gen Z founders
Increase in account sign-ups directly attributed to the social education series