Bankrate had a range of digital products that were generally stumbled upon accidentally. The brand itself had no meaning or recognition among Millennials.
Insight
Millennial financial triggers are so personally unique and impulsive that they only trust one source for their needs—Google.
Solution
We made Bankrate the “first step in every next step,” by intercepting common moments – large and small – where Millennials need financial services most. The “For every next” brand platform leveraged user-generated content from YouTube and TikTok to show real life moments that lead to big life changes. These authentic financial triggers fit seamlessly into social feeds, making the content feel less like ads and more like entertaining, relatable stories that consumers want to watch and share. The spontaneous moments helped Bankrate meet their younger audience where they are and provide them a relevant, trustworthy destination other than Google to take their next financial steps
Results
589% iaaaaa increased impressions
1,284% aaaaaorganic social increase in engagements