Chime Case Study

Growth Spotlight

Turning TV into a High-Impact Marketing Channel

How Chime Bridges Brand Awareness and Performance to Make TV a Ringing Success

In 2012, Chime set out to tackle a fundamental problem they saw in the traditional banking system: it simply wasn’t working for everyday people. Fast-forward to 2025, and Chime has become a leading financial technology company helping millions of Americans take control of their finances. Chime believes banking should be helpful, easy, and free. To reach this echelon, Chime needed an effective advertising strategy that seamlessly blended brand awareness with performance marketing. They turned to TV.

X

INCREASE IN UNAIDED AWARENESS

%

IMPROVEMENT OVER MONTHLY CPE TARGETS

Chime Campaign Objectives

Build Unaided Brand Awareness

Ensure Chime is top of mind for consumers when they are thinking about banking solutions.

Drive New Customer Acquisition

Test direct response channels to efficiently acquire new customers and lower Cost-Per-Enrollment (CPE).

Measure Incremental Impact of TV

Evaluate TV spend by measuring both short-term and long-term impact of TV campaigns.

Solutions

Tatari helped Chime transform TV into a measurable, data-driven marketing channel to achieve their aggressive brand and performance goals. By allowing Chime to track customer acquisition similar to their digital response channels, Chime was able to optimize their TV buys in real-time by adjusting creative units, placements, and audience targets across both linear and streaming. Additionally, Tatari enabled Chime to measure incremental reach and effectiveness, identifying new customers acquired through TV without prior exposure to other marketing channels. With immediate performance insights, Chime could determine whether their TV investments effectively drove awareness and customer acquisition.

"We've gotten really good at optimizing TV by creative units to drive the metric that matters whether it's building brand awareness or driving new acquisition"

-VINEET MEHRA, CMO, CHIME

Results

TV has historically been a very difficult channel to measure, but Chime credits Tatari with helping them overcome those challenges and take a direct response approach to TV measurement. Leveraging Tatari’s platform, Chime was able to understand immediate response and assess the real-time impact of their TV campaigns. Through continual review and optimization last year, Tatari helped Chime beat monthly CPE (cost-per-enrollment) targets by 5% on average.

Chime also drove notable growth in brand awareness by strategically investing in both linear and streaming platforms, while capturing incremental reach from streaming audiences who may not watch traditional linear TV.

By providing seamless integration to Tatari's platform with their internal media team, Chime unlocked a new level of transparency and agility in their TV advertising.

"Tatari is super hands-on, very data-driven, and it’s all powered by their technology that’s at the core of their media buying engine.”