STATE OF PLAY
A financial services leader saw the nation’s 250th anniversary as an opportunity to engage policymakers through a unifying cultural moment. But to do so credibly, beyond patriotic symbols, they needed authenticity. In Washington, D.C., audiences are quick to dismiss corporate or overly slick messaging. Narrative Insights provided clear, evidence-based guidance on commemorating America 250, which creative services partners brought to life in a way that felt relevant, authentic, and bipartisan.
ACTION
Narrative led a multi-phase research program to narrow the field of creative concepts and identify the most compelling approach for this moment. We conducted in-person focus groups among Republican and Democratic policy elites to test multiple campaign territories and executions tied to themes of opportunity, aspiration, and the American experience.
To refine and validate findings, we paired qualitative insights with online A/B testing of updated concepts, ensuring that early reactions translated into scalable performance.
The research surfaced a clear strategic insight: policymakers across parties responded most strongly to grounded, human-centered stories about how American opportunity is built and sustained. Regardless of party or ideology, DC insiders aligned around messaging that felt sincere, optimistic, and rooted in real lives.
With creative partners, Narrative Insights translated these findings into a unified creative direction that was personal, inclusive, patriotic, and distinctly nonpartisan.
IMPACT
By aligning the campaign with themes that resonated across ideological lines, the final creative positioned the brand as a trusted voice in the America 250 moment. We connected its role in financial services to narratives of opportunity and progress. The result is a campaign based on validated insight, appearing authentically at a national milestone.
