Consumer-Education Content Program Fosters Financial Literacy
The onUp Challenge fosters financial literacy through engaging multimedia content, gamification and email communications.
80% increase in recipients
4% increase in email open rates
80% increase in forward rate
In February 2016, SunTrust, now Truist, launched The onUp Movement through its first-ever national Super Bowl commercial. Insights about consumers — particularly millennials from ages 25-34 stressed about their finances — drove the conception of The onUp Movement and its spinoff, The onUp Challenge. The goal? Move people from financial stress to financial confidence through educational and engaging content.
As an extension of The onUp Movement, SunTrust, now Truist, needed to bring its employer-based financial education program, Momentum onUp, to a consumer audience through an engaging, gamified content hub.
A consumer-facing financial literacy program was created based on Momentum onUp, a successful employer-sponsored program developed by Brian Ford, a subject matter expert on financial wellness for SunTrust, now Truist. The program promoted financial education based on a consumer's personal values, from family time to travel to charitable giving. By providing engaging content and tips, it helped people feel more confident at every stage of their financial journey, from setting their first budget to investing and planning for retirement.
The onUp Challenge became a key destination for participants in The onUp Movement. Nearly 6.5 million participants in the larger onUp Movement have taken steps to pursue their financial confidence, like signing up for educational emails, taking quizzes to test what they’ve learned throughout The onUp Challenge and inspiring others through social media shares.
Designed as a game-like series of clear, actionable steps, the financial education program turns complex (and sometimes dry) financial topics into an engaging experience. Through infographics, calculators, videos, flowcharts and more, topics like budgeting, estate planning, investing and home buying come to life and become less intimidating. Seven chapters (or “lands”) focus on a specific financial topic, empowering consumers to learn, grow and test their knowledge throughout their journey. Email communications complement the content and support participation along the way. “The videos look GREAT! They really showcase the look and feel of The onUp Challenge and will fit in great with the rest of the content. Thank you for all of the hard work that went into these! We recognize that these were created and delivered in a very short amount of time, we so appreciate it! :-)” —Shannon Wilson Kurtz, Vice President, Content Marketing
Key Services Involved
- Landscape audit and competitive research
- Business marketing goals and objective assessment
- Persona development and journey mapping
- Program and project management
- Editorial calendar development
- Editorial management
- Content hubs
- Video and audio
- Visual storytelling and immersive experiences
- Print and digital design
- Digital development
- Paid media management
- Social media planning and execution
- Monthly and quarterly reporting