35: Marketing as entertainment, built to perform: Insights from Chime Chief Growth and Marketing Officer, Vineet Mehra
About this episode
Vineet Mehra discusses how Chime creates marketing that feels like entertainment while driving measurable growth.
How can you create marketing that feels like entertainment and driv es measurable growth? Chime Chief Growth and Marketing Officer Vineet Mehra breaks down the product and mar keting choices he sees fueling Chime's momentum, including being named Time m agazine's No. 1 banking brand. He frames Chime as "not a bank" but a "financial technology company" built for "everyday Americans . " A nd he attributes its traction to showing up in the channels and subcultures where many people spend time, while building products and features designed to meet real needs. Vineet also shares what other marketing leaders can take from Chime's approach: S tart with a differentiated product . T reat attention as the ultimate currency . A nd use social-first, episodic entertainment to make financial topics more relatable. At Chime, brand building looks more like running a streaming platform or magazine, where the job is to consistently earn attention with programming people choose to watch . To ensure that entertainment-driven attention translates into growth, he leans on "performance storytelling " that connect s brand-building, direct response and customer lifetime value. He also explains how Chime…
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