Celebrating the People and Small Businesses Behind the Creator
Behind every successful creator is a network of people, teams, and small businesses that help bring their vision to life.
The Opportunity
Connecting Financial Services To Community
For Alexandra Lourdes, a content creator and entrepreneur with a growing portfolio of Las Vegas businesses, those relationships extend well beyond social media. Zelle saw an opportunity to highlight them through creator-led storytelling, showing how everyday payments support entrepreneurs, their teams, and their communities.
The Strategy
Integrating Brands Into Authentic Stories
Zelle partnered with Alexandra on Post Credits, a three-episode social series spotlighting the people behind her success. Instead of traditional product promotion, the campaign worked Zelle into her everyday life as a creator and business owner, from appreciating her bakery staff to supporting a fellow local business.
JRE coordinated the campaign, managing creative development, deliverables, and communication to keep Zelle’s messaging aligned with Alexandra’s natural storytelling style.
The Series
Running on creator and brand channels for more impact
Post Credits ran across Alexandra’s and Zelle’s social channels:
- Bakery Team Appreciation: Celebrating the employees who help bring Alexandra’s businesses to life.
- Banana Split Donut: Bringing audiences into Alexandra’s bakery world through her signature food content.
- $10K Small Business Surprise: Alexandra surprises a local small business with a $10,000 gift from Zelle. Also shared on Instagram.
The partnership also earned media coverage in a VegasBusiness interview with the Las Vegas Review-Journal, where Alexandra talked about entrepreneurship and the relationships behind her growth.
THE RESULTS
Post Credits showed how a financial services brand can connect with audiences through storytelling that puts people and community first.
The small business surprise was the standout, generating more than 938,000 combined views across TikTok and Instagram. Totals reflect four social posts. Share counts were unavailable for two posts, so reported shares are a minimum. Performance from Zelle-owned channels is not included.
1.24M+
video views
73K+
likes
1.3K+
comments
437+
Reported Shares
Why It Worked
Integrating Naturally Into Trusted Content
The series leaned into what Alexandra’s audience already knows and loves: food, entrepreneurship, her relationship with her team, and her commitment to other local businesses. That placed Zelle inside a story about community rather than presenting it as just a payment service.
Extending the partnership into a multi-episode series and earned media created more chances for brand visibility without compromising Alexandra’s authentic voice.
The Takeaway
Authentic Stories Drive Meaningful Connections
Through Post Credits, Zelle became part of a larger conversation about entrepreneurship, appreciation, and supporting the people behind small businesses.
For JRE, the partnership showed the agency can run multi-part branded campaigns that go beyond sponsored content by combining creator-led storytelling, community impact, and earned media.