Current is a leading U.S. financial technology platform serving Americans working to create a better future for themselves. Our mission is to enable our members to change their lives through inspirational and motivational products that solve our members’ financial needs now, have the potential to grow with them and give them access to opportunities to improve their financial lives. Current has partnered with over 400 influencers across platforms in 2021 with a focus on sponsored content that seamlessly and authentically integrates into a creator’s content, offers the creator full creative freedom and entertains his or her followers. Current’s long-term, exclusive partnership with Jimmy Donaldson aka MrBeast, one of YouTube’s most popular creators, best exemplifies this.
With Current’s mission to improve financial outcomes for its over three million members and MrBeast’s reputation for philanthropy, this campaign was able to combine both of these goals through utilizing the product and giving back to the community. In the ‘First to Rob Bank Wins $100,000’ video, MrBeast announced a $100,000 giveaway to 100,000 fans on Current who use code ‘BeastBank’ as well as an additional $20,000 to fans who send him Current Pay requests directly to his ~MrBeast handle using their Current ~tags. He selected 10 fans to win $1,000 each based on their responses explaining how much they wanted to win and what they would do with the money. This allowed fans the opportunity to directly engage with the creator through the Current app.
Through this collaboration, Current provided the platform for MrBeast to engage with fans directly, fulfill his philanthropic goals of giving back, and create better content that helped his video skyrocket to the No.1 trending video on YouTube in less than 24 hours, generating over 58 million views total, 2.4 million likes, and 120,000 comments. The partnership was mutually beneficial in that it boosted MrBeast’s YouTube presence as well as Current’s product with a 700% increase in daily Current Pay requests. Current also moved to No. 5 in the App Store in finance apps.
Current’s marketing team has always believed working with influencers is about enabling great content, for mutually beneficial partnerships, and that building relevancy and trust is critical for all brands, but especially in financial services and for Current’s young millennial and Gen-Z members.
Current encourages all its creator partners to create content that feels authentic and integrates well into their brand, with a focus on being engaging and relatable to their audiences rather than reading talking points. This means giving the influencers near total creative freedom to discuss and integrate Current in the style they deem best and most relevant. This may mean more work than just reading a script, but results in better outcomes for the fans, influencers, and Current.
Through this partnership, MrBeast was able to give back at a larger scale than ever before by using Current’s platform to give away $120,000. He was also able to integrate the product in an authentic and relatable way, which produced a 700% increase in daily payment requests on Current. In addition to boosting Current’s product, the YouTube video was overwhelmingly successful—generating over 58 million views, 2.4 million likes, and 120,000 comments. It also provided a unique experience for his fans who were able to interact with him directly on the platform by making direct payment requests and being able to engage with him through creative responses on how they will spend the money. While MrBeast is known for giveaways in videos, we were able to provide him the platform to help him give back to his fans, which enabled us to bring Current into the creator-fan ecosystem in a way that authentically represented MrBeast and didn’t compromise his reputation. This allowed fans to build trust in both the creator and the platform.