When we started working with OppenheimerFunds’ Bright Start College Savings program in Illinois, we faced two challenges. First, the brand’s reputation had been tarnished during the 2008 financial crisis, slowing investment to a trickle. And second, for gen-x parents, college seems so far away that they don’t perceive the need to start saving today.
Gen-X parents who survived the recent financial uncertainty tend to live for today. They become ‘social documentarians’ capturing and publishing everything about being a parent. We saw this as an opportunity to connect and correlate their cataloguing of their child’s everyday moments with a call to action: right now, this beautiful moment, is a great time to open a college savings account.
How it Worked
We launched “Today’s A Good Day,” a fully integrated campaign that followed Illinois parents with kids under the age of 12 throughout their busy day while concurrently reaching financial advisors via a separate B2B effort. The highly targeted campaign crossed paid, owned and earned media, from digital and social to TV, radio and out of home. After just three months in market, the campaign was yielding strong results:
- New account openings in December 2012 increased 45% over December 2011
- Year-over-year growth in both new accounts and asset growth every quarter since launch
- Paid search and display advertising ROI has been between 10X and 100X for the past two years