Campaign: Invest it yourself
Challenge:
During the pandemic, we were challenged to create a new campaign to attract new clients to Rico (investment brokerage). In Brazil, financial education and investments are subjects of little knowledge and interest to the general public.
Strategy:
- We identified a trend of increasing audience interest in DIY (Do it Yourself) videos during the period;
- Worked around this “willingness to learn” from the lockdown period to create six films and dozens of content teaching those interested in DIY cooking, gardening, decoration, and education to invest;
- In partnership with the Tastemade channel, we created financial education videos using the language of cooking recipes and gardening videos;
- We invite influencers to learn how to invest in lives on Instagram, with experts from Rico.
Results:
- Campaign reached more than 12 MM interested in the subject;
- 424 thousand views on our “recipes” on Tastemade channel;
- More than 10 thousand people attended live classes together with digital influencers.