When Mint relaunched its app in early 2021, they faced a clear challenge. The problem wasn’t in the code or in the design. It was how to get a weary and skeptical audience to believe that an app can help them overcome challenges in the real world. Our integrated campaign met a frustrated millennial audience where they lived, and gave them the “Watch me!” attitude they needed to start working toward a better future.
- Brand Strategy
- Content + Digital Strategy
- Analytics
- Brand + Visual Identity
- Design
- Media Relations
Successive financial crises have stacked the deck against millennials. They've been left underpaid, overworked, and drowning in debt. For all that, what was the best advice old-school finance had for them? Eat less avocado toast, drink fewer lattés. Anyone can tell you that the occasional brunch isn't the thing keeping you from financial success. We launched the #EmpowerMint campaign to help millennials see through bad advice and celebrate every step they take toward their goals.
We started by finding three real Minters and turning their stories into a series of videos. Each spot told a tale of the small but concrete decisions that helped them achieve their goals.
We turned Mint’s owned channels into a space that celebrated our entire audience and every little contribution they made. We amplified the story with streaming entertainment ads to further drive downloads and awareness.
Every day, Minters push past massive challenges to achieve their financial goals and create the lives they want. Partnering with Vice and Refinery29 helped us to share even more true and personal stories from even more real Minters.
Hearing “Congratulations!” from a Mint social channel is nice. Hearing it from a celebrity or influencer is even more motivating. We pioneered new strategies by partnering with Cameo For Business. Together with Tiktok influencers, our strategic partnerships helped us speak to Minters who put any little effort toward their goals.
For a campaign about small everyday wins, #EmpowerMint scored big. The work far surpassed every campaign metric. 63.5 million video views, 12.8 social engagements, and a whopping 3.2 billion media impressions showed that Mint could empower a disheartened generation and help them create the futures they saw for themselves.
