The Ask
Raise awareness of Charles Schwab as a resource for financial expertise and solutions with a millennial audience.
Schwab
Raise awareness of Charles Schwab as a resource for financial expertise and solutions with a millennial audience.
Make financial planning feel more approachable to millennials by boiling it down into easy-to-understand steps for a range of savers, from novices to experts.
The Solution
BDG and Charles Schwab author “playbooks” on Bustle and Inverse, extending the expert advice from Schwab’s in-house personal financial expert Carrie Schwab-Pomerantz. Content hubs feature a curation of informative and approachable content which transform daunting financial tasks into digestible, actionable steps for millennial readers. Social extensions allow us to engage readers where they were while placing Schwab-Pomerantz at the center of the conversation.
The Results
views across Bustle & Inverse
thought the brand was a good fit with the Bustle content
in affinity
felt the subject matter was easier to understand relative to other similar financial content
words used by respondents to describe content— outperforming benchmarks for other financial content
