The Challenge

Financial utility is at odds with engaging content for younger generations

The Insight

This audience's hunger for becoming more savvy and prepared financially clashes with how money conversations are still a taboo in society at large, making it impossible to find safe and relatable spaces to have these conversations

The Way In

An IRL camp where 50 people who make less than $50k can learn from relatable voices, talk to each other and get personalized advice from reliable and actualized sources, helping many more young Americans from different backgrounds make better financial choices. All in all, debunk taboos, establish Bank of America as a useful partner and get the conversation started

How we brought it to life

We surrounded the experience with a constant drumbeat of content aimed at reminding young audiences that Bank of America is as relatable as it is a useful resource to help them get on top of their personal finances

Step 1: The build-up

To generate excitement and participation, we launched a call for anyone making less than $50k to apply for a spot at the Camp. We did it through articles (BuzzFeed’s staple), display on contextually relevant BuzzFeed pages and through a takeover of BuzzFeed influencers social media handles

Step 2: The event

A 3-day event in Florida with a packed schedule that included keynote speakers, financial wellness activities and a ton of fun. You can check out a video recap on this Facebook post. BuzzFeed’s influencers attended and kept their audiences engaged through their covering of the experience

Step 3: The long tail

We spent three days capturing content at Camp and then used it to boost Bank of America’s relevance among key audiences. Most of them were video pills of campers chatting about some of their key concerns and the tips they got from their favorite speakers. We also created posts and used display re-targeting to tell our impacted audiences the full story