Financial Literacy Made Simple
Social Media Videos
Penny Drops
Problem Summary
Penny Drops is a mentor-based financial literacy program that helps to provide high school students with a strong financial foundation. After completing its 2-year pilot project throughout high schools in the Montreal region, the organization was looking for opportunities to expand to other cities. The team needed to increase awareness of the program to begin establishing new connections and partnerships.
Responsibilities
Art direction
Digital campaign conceptualization and development
Story board creation
Video script, interviewing, and direction
The Strategy
My approach involved increasing engagement on their social media networks through more diversified and relatable content. I hoped to position the organization as a source of financial knowledge that is delivered in a "bite-sized" form for its younger audience. This resulted in a video and photo series where Penny Drops’ mentors, other McGill University students, and professors were interviewed about their perspectives on financial management. The new content focused on breaking down the perceived wall of complexity that is often associated with financial management to empower younger audiences.
“Money and sex: Too controversial for your typical family dinner?”
The videos were taken and edited in collaboration with an external video company.
“How many North American adults lack emergency savings?”
The Impact
The digital campaign, “Perspectives On Financial Management” led to an additional 700 followers following the release of the videos and continues to be the most highly received series on Penny Drops’ social media platforms. The posts within the series had an average organic reach of 3,264 people, well Penny Drops’ average performance at the time.
This digital campaign set a foundation for the tone and messaging standards that the organization continues to follow. Penny Drops has since continued this campaign using pictures, videos, and personal stories to engage its online audience. As a result of its online audience growth, Penny Drops established new partnerships in schools across Quebec and Ontario. They were also able to continue receiving sponsorship from BMO Bank of Montreal as a result of this expansion.