We talk about how important storytelling and emotional connection is for really great marketing. But can banking be emotional? You betcha. I brought on a creative leader to talk about how and why it's important to nail this. Matthieu Silberstein is VP of Creative Marketing at Lili. Matt works on commercials, PR, influencers, podcasts, social, content, media partnerships, OOH, and creative writing including voice and storytelling. Matt also owns his own business, creating video content for companies like FOX STUDIOS, HEARST DIGITAL, CONDE NAST, FUSE, THE NEW YORK POST, POPSUGAR, and more. Prior to Lili, Matt served as video content director for Spoon U, a media-tech startup (acquired by Scripps Networks for $11M, and then Scripps was acquired by Discovery for $14.6B) and video director and marketing producer for Popsugar. Lili was founded in 2018, is based out of NYC, and has 84 people. They've raised Series B ($80M total). Lili is the all-in-one banking app designed for freelancers. Your checking/savings account, taxes, invoices, expense reports – all in one app. Here's what we hit on: You joined Lili in 2019 as a contractor, what were you focused on then as Head of Content; What is the stigma around the term "freelancer" (HINT: it's not a job title, it's a status); 2022 Marketing Goals (HINT: I'm inspired by seeing real people, not by looking at my phone); What content marketing are you leaning into this year (HINT: trying to make taxes sexy); What marketing channels are you prioritizing (HINT: we created a cool TV ad, link in the show notes below); What is Lili’s unique Voice and how do you use Storytelling as part of your creative efforts (HINT: Lili’s voice is my voice because it’s so organic to me); What are your top creative challenges; What does “creative'' mean to you and which brands are most creative; Some goals Matt wants to accomplish in 2022 (HINT: go back out into the world and rekindle inspiration, find that fire). You can reach Matt on LinkedIn: www.linkedin.com/in/matthieusilberstein/ See Matt's creative work: www.matthieusilberstein.com Find out more about Lili: https://lili.co/ Here's the "I Need This" commercial: https://www.youtube.com/watch?v=nGuDgvx0EWo For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!

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