The State of Us
In 2018, Prudential published a report that had a stark finding: one-third of Americans are financially unwell. The results also dug into the barriers that keep people from financial stability and the profound effect finances have on our overall well-being. These results made it clear that there is a greater need to disrupt the way Americans were thinking about their finances.
Working with award-winning agency, Droga5, we launched an omnichannel campaign to show Americans everywhere that they’re not alone in their financial challenges, and in Prudential, they have a partner that will meet them wherever they’re at in life and get them to where they want to be.
The Results
Several of ‘The State of US’ videos inspired more than one million views on YouTube. Houston’s millennials came out on top, with more than 3.8 million hits.
Overall, the campaign increased consideration of Prudential as a financial services partner by 5%.