Modern Marketing, The Quarterly Review
The Quarterly Review: Wise’s Scott Viohl wins audiences through humor and creator-led marketing
- Over the past quarter, Viohl set out to scale Wise's North American presence and shift the brand's creative approach toward entertainment-first marketing.
- His team sharpened its measurement capabilities to connect brand activity to real business outcomes, tracking double-digit awareness lifts and tangible growth in new customers and transactions across both the US and Canada.
In this edition we will check back in with Scott Viohl, Regional Marketing Lead for North America, at Wise.
Executive summary
When we last checked in with Viohl, he was focused on deepening the firm’s presence in the region and analyzing its campaigns to sharpen future efforts.
Over the past four months, his priorities have centered on scaling Wise’s North American footprint, refining how the team measures campaign performance, and pushing creative boundaries through a new wave of creator-led advertising.
Here is what Viohl accomplished:
- Scaled Wise’s North American brand presence through its biggest-ever TV campaign, reaching over 80% of adults in key US markets and over 60% in target Canadian regions, while delivering double-digit lifts in brand awareness and measurable growth in new customers and transactions.
- Launched a creator-led campaign built around the bespoke fictional character “Don T. Overpay,” proving that native, entertainment-first content can drive stronger organic engagement than traditional product-focused advertising.
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