The Challenge
U.S. Bank, the fifth largest bank in the country, is proud of its long history educating and supporting their community members, including young people as they begin a journey of financial literacy. People First partnered with the bank to amplify the stories of young creators discussing their unique experiences with financial literacy and to provide them with opportunities to empower their followers with financial planning advice.
Our Response
- People First’s analysis found that young people – especially blue collar and first generation Americans – were already eager to share their experiences managing money with their peers.
- We recruited a large cross-section of these creators to share what they wished they knew about managing money in college and to enroll in a financial literacy program, qualifying them to earn up to $20K in tuition assistance from U.S. Bank.
Results
- People First collaborated with U.S. Bank to create and amplify dozens of personal stories about financial literacy, with a 16% growth in submissions to U.S. Bank’s financial literacy program.
48
pieces of content
13,067
total engagements
12.54%
engagement rate
229,090
reach