The overall goal for our Finding Financial Confidence campaign was to demonstrate the importance of building financial confidence through human-centric and relatable stories. We wanted to drive qualified traffic and engagement to both the In Good Company website and social channels. We also wanted to build the brand relationship between In Good Company and MassMutual (our parent company).
Our strategy to promote financial confidence was to find an authentic and relatable story that can resonate with In Good Company’s audience. At our company, we know that financial confidence is something many struggle with and we find that money is so rarely discussed. Our goal with this campaign was to show people that they are not alone and to start more open and honest conversations around finances.
The first step was to find someone interested in sharing their personal story on camera. Jules Chevalier, a Massachusetts-based software engineer, was open to discussing their struggles with setting a budget and working their way out of credit card debt — something many people are familiar with. By focusing on their values and creating a spending plan that aligned with what they care about, Jules was able to find financial confidence. It was important that the video depict Jules at home with the things they love: their pets and their video games. Capturing both on camera made sure the audience felt both a connection with Jules, but also feel that they could relate to them.
To share this empowering story, we took an integrated approach using paid and organic social media, our blog and email marketing. We also partnered with our parent company, MassMutual, to build brand recognition and reach new audiences.
To implement our campaign, we created a full-length video, three shorter videos, wrote a blog about finding financial confidence, crafted an email message and partnered with our parent company MassMutual for brand recognition.
We launched the series with a :15 second teaser on social media and drove traffic to the blog for people to watch the full video and read more. We ran organic and paid posts to help reach new audiences and drive views to the video. We set two different objectives — one for video views and one for link clicks. Both had a set budget for $1,000 each. For the link click objective, we targeted people who had already visited our website and also In Good Company’s look-a-like-audience. For the video views objective, we targeted people who have previously engaged with our social media content and In Good Company’s look-a-like audience, as well.
Our campaign continued with the use of the two other shorter videos — one focused on pets and the other focused on video games. We spread out the delivery of the videos on social so that we could have several different touch points bringing people back to the blog.
For the pet-related video, we promoted it with a $500 boost on #WorldPetsDay with a targeted audience of animal lovers. We also retargeted those who watched the first teaser video, plus the look-a-like audience.
For the game focused video, we ran a smaller boost that we normally run for our posts — $20 split between Facebook and Instagram with a localized audience of Boston (+25 mi) who work in IT, technical, engineering and finance industries (our ideal clients).
World Pets Day
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