Nearly 2/3 of millennials report having no retirement savings. It's a scary stat, and Stash wants to change it. To liven up the conversation around retirement, we decided to bring in a certified badass: the colorful, sassy and Insta-famous Baddie Winkle.
Stash launched the “Live Your Best Life, Your Whole Life” integrated marketing campaign in perfect timing with Baddie’s milestone 90th birthday. And with Baddie as the face of retirement #goals, we were able to encourage people to start planning for a more exciting future with our retirement product.
HAND-PAINTED BILLBOARDS
The campaign launched with the unveiling of two hand-painted billboard placements in Williamsburg, Brooklyn.
The power of social media.
Baddie shared colorful Stash campaign imagery with her 3.5+ million Instagram followers, encouraging fans to start planning for their own fabulous futures with Stash. Each post racked up hundreds of thousands of likes and positive engagement in the comments.
ACQUISITION VIDEOS
Baddie explained what it means to “live your best life” in her own unforgettable words. We used these videos across multiple social media channels (including Facebook, Instagram and Snapchat) to help acquire new customers and drive increased traffic towards the campaign landing page.
CAMPAIGN LANDING PAGE
Our campaign landing page helped users better envision their future by letting them generate a unique and shareable “baddie” name, watch fun video content, and learn more about planning for retirement with Stash. Thousands of users signed up to start saving for their futures.
Party like a baddie.
Stash threw Baddie an epic 90th birthday party in New York City and invited all of her fans to attend, with Stashers getting priority access to the event. Hundreds of guests joined the fun—and in addition to meeting their idol face-to-face, they were able to learn more about the campaign and the Stash retirement product.
RESULTS
The campaign was a major hit. It garnered over 7 million media impressions, resulting in over 23k new Stash retirement accounts opened within just 4 weeks. The campaign has also been recognized for excellence by the advertising industry, winning Platinum at the MARCOM Awards and a Bronze Obie, as well as being shortlisted for The One Show.