Wise Local Creative Strategy
The Execution The campaign was implemented as a comprehensive, year-long creative strategy across platforms like Meta, TikTok, Google Display, and The Trade Desk, with Creative For More overseeing the entire process from concept to production and localization. We created a diverse array of materials, including static images, concept-driven carousels, animated explainers, and videos featuring creators, all aimed at turning everyday financial situations into compelling reasons to choose Wise. Key execution elements included: Adapting Wise’s global “no hidden fees” message using recognizable cultural references from Singapore and Malaysia Simplifying complex financial ideas through relatable comparisons (such as bubble tea prices, parking rates, and daily spending habits) Producing high-quality, conversion-oriented assets tailored for various paid platforms Collaborating with creators to depict genuine money habits — like sending money home, funding trips, and supporting family — in a way that feels organic to short-form content Each asset effectively combined Wise’s global brand identity with a local tone that was believable, relatable, and trustworthy. The Results Increased clarity. Enhanced confidence. Higher conversions. This campaign positioned Wise as a clear alternative to the high-fee banks that have long dominated these markets. By tying the message to cultural elements and real behaviors, audiences in Singapore and Malaysia were able to understand, trust, and use the product more easily. Beyond immediate performance improvements, the creative framework has set the stage for future campaigns — providing Wise with a replicable system that ensures clarity, cultural significance, and ongoing growth in the region.