The objective for the Be Your Possible Campaign was to create a social good campaign to empower and educate women in financial literacy. We reviewed extensive research to understand the lack of financial literacy in the US. Sadly, 61% of people in the United States are living paycheck to paycheck. Less than 50% of Americans are confident in making financial decisions, and over half don't know how they are going to pay their bills next month. Financial literacy is a problem in this country that clearly affects most Americans. Yet, it's not taught in schools, and most people lack access to any basic resources or education. As a financial institution, we believe that we have an opportunity – a responsibility, even – to bring our expertise, networks and resources together to help solve the problem of financial literacy in America.
| The objective for the Be Your Possible Campaign was to create a social good campaign to empower and educate women in financial literacy. We reviewed extensive research to understand the lack of financial literacy in the US. Sadly, 61% of people in the United States are living paycheck to paycheck. Less than 50% of Americans are confident in making financial decisions, and over half don't know how they are going to pay their bills next month. Financial literacy is a problem in this country that clearly affects most Americans. Yet, it's not taught in schools, and most people lack access to any basic resources or education. As a financial institution, we believe that we have an opportunity – a responsibility, even – to bring our expertise, networks and resources together to help solve the problem of financial literacy in America. The strategy was to create a campaign name and approach that would be inspirational to our target audience of women. A Facebook hub housed the created and curated content to educate and empower women on various aspects of their financial life and health. We worked with industry-leading women who were thought leaders in this area to help us create the content. The Be Your Possible mentors were Joi Gordon, CEO, Dress for Success; Elizabeth Cutler, Cofounder, SoulCycle; Jill Flynn and Mary Davis Holt, Co-Authors of Break Your Own Rules; and Mariela Dabbah, Founder of the Red Shoe Movement. The Be Your Possible Bloggers were Mom Biz Coach, Nerd Wallet, The Dollar Stretcher and Moneywise Moms. Both the mentors and bloggers contributed video and tip content to the Be Your Possible hub. Additionally, we created a video series with our senior leadership team where they shared personal stories and their expertise relative to the 4 main content sub-themes: Empower Your Career; Be Your Own Boss; Invest in Your Future; and Your Money Smarts. A contest was created where fans shared their financial goals for a chance to win one of four weekly prizes of $10,000 to help them be their possible. Lastly, a charitable contribution of $10,000 was given to the The YWCA Delaware in support of their adult financial literacy education courses. The media strategy was to produce a mix of paid, owned and earned opportunities. The media strategy consisted of a mix of paid, owned and earned media components. We launched the campaign in March, a month where women were in focus due to International Women's Day and Women's History Month - creating an opportunity to launch this mission in context – during a month when one million conversations about women take place. We created a multi-media news release (MNR) that went out on March 8, the day the campaign launched. The MNR contained creative assets such as graphics and a launch video from Peggy Maher, Chief Marketing Officer of Barclaycard US. Our Paid Media Strategy was to employ Custom and Lookalike Audience targeting on Facebook to targeted interests such as Women's Empowerment, Fortune 500, Business Women, Education, Credit Cards, Debt Reduction, and Charities. The campaign duration was 4 weeks and bridged into April to leverage April being Financial Literacy Month. Be Your Possible Facebook Overall Results
Be Your Possible deserves to win because of the overwhelming engagement and feedback from close to 100,000 engagements with women throughout the campaign. We awarded $10,000 each to four incredible women so they could be their possibles and start/evolve passion projects in their life, such as a mom who wanted funding so she could write and self-publish a book on autism about her autistic son; a woman who wanted to evolve the dance company she started for people with disabilities; a woman who wanted money to continue her education; and a woman who wanted to evolve a community outreach program in her neighbourhood community. |
