RESULTS
Launch-week IRA inflows
Launch-week IRA inflows vs. the 2024 weekly average
Existing-member netflows as a percentage of target
01 / CONCEPT
Make the future feel worth investing in.
The creative made retirement feel relevant to a younger audience. Expressive lifestyle photography, bold color, and dimensional 1% match graphics connected an aspirational future with a concrete reason to contribute today.
02 / WEB
Turn aspiration into a clear next step.
The landing page connected the campaign promise with the information needed to act. A clear hierarchy moved from the match offer to compound returns, retirement planning, and contribution or rollover options.
03 / LIFECYCLE
Keep the goal in view.
Email extended the campaign through launch and tax-season reminders. Offer messaging, retirement education, and clear calls to action gave members relevant reasons to revisit their IRA contributions and rollover options.
04 / IN-APP
Bring the message closer to action.
Member-facing placements paired the campaign’s visual language with a focused offer and clear next step. The approach connected long-term retirement goals with the immediate decision to contribute or roll over funds.
05 / OWNED SOCIAL
A story that moves from interest to action.
A four-frame Instagram Story moved from an engaging opening question to the 1% match offer, a chart of potential compound returns, and a clear call to action. Motion graphics carried the campaign’s energy through a compact sequence that paired aspiration with education.
06 / EDUCATION
Make compound growth easier to understand.
Charts and a retirement calculator made the relationship between contributions, time, and potential returns visible. Information design connected the campaign’s aspiration with an explanation of how long-term investing could support retirement goals.
