In 2025, BMH partnered with Bustle Digital Group (BDG) to increase awareness, drive traffic and deepen engagement with a particular focus on reaching the Gen Z audience. The goal was to meet younger audiences where they already consume content, while delivering trusted financial education in a relatable, culturally relevant voice and drive qualified traffic and meaningful engagement to the Better Money Habits site —measured by time spent, depth of interaction, and repeat visits.
Bank of America partnered with Bustle Digital Group (BDG) to create a fully integrated, multi‑channel program designed to meet Gen Z inside the environments where they already engage with money content. The plan centered on cultural relevance first—owning trusted editorial spaces on Bustle and Elite Daily—and pairing them with performance‑driven executions that consistently directed audiences to the Better Money Habits site. We featured a range of content, from everyday budgeting and spending to money and relationships, aimed at helping people build healthier financial habits and feel more confident in their money choices.
Execution began with Better Money Habits sponsoring Elite Daily’s and Bustle’s Money Issues. These issues featured newly created money content alongside curated existing articles, all connected through dedicated landing pages and prominent homepage placements. Editorial storytelling translated complex financial topics into approachable, peer‑to‑peer narratives that felt relevant to real Gen Z life moments.
To extend engagement, the campaign layered in premium branded features, a “Money State of Mind” newsletter series, and organic Instagram Stories across both brands. Each touchpoint reinforced key financial themes while offering clear, frictionless pathways back to Better Money Habits. High‑impact media units ensured scale across devices without disrupting the editorial experience.
A key challenge was avoiding fear‑based or overly technical financial messaging. By leaning into BDG’s editorial voice and Gen Z fluency, Better Money Habits showed up as a trusted financial resource transforming financial curiosity into meaningful, sustained engagement.
The program delivered more than 31M impressions and an above benchmark media click through rate of 0.12%, ultimately driving 22K views on the BMH site. Once there, users engaged deeply: nearly 1.9K visitors scrolled through at least half of the content on the pages they viewed, nearly double prior year levels.
Overall, the partnership expanded BMH’s reach among a key growth audience and strengthened meaningful engagement with financial education content, making it a standout success.