Invest In Your Best Investment

Invest in your best investment

Greenlight is more than a debit card & app. It empowers parents to raise financially-smart kids & teens by shining a light on the world of money for families. Building on a year of explosive brand growth, Greenlight partnered with Haymaker to concept and produce our first high-reach integrated brand campaign.

Role: Creative Director at Greenlight

Channels: Linear & streaming TV, website landing pages, paid & organic social, digital display ads, out of home.

C'mon family, it's go time!
Invest in your best investment is a rallying cry to parents to inject urgency—and some much-needed energy—into the world of financial literacy. Studies show that parents want their kids to be financially savvy—they just don't always know how to start. Parents invest in their kids every day (driving them to soccer practice, teaching them to ride a bike), so we wanted to show them that tackling family financial literacy is an equally important way to invest in their kids.

These fast, fun, and energetic videos position Greenlight as the catalyst to start learning about earning, saving, and investing in a motivational and exciting way. We produced one :60 hero spot, two :30 and :15 commercials for Linear & Streaming TV, plus :06 cut-downs for paid social advertising. This gave us a bank of branded creative footage to play with and repurpose across our integrated campaign efforts.

Earn, Spend, Save, Invest
A big part of my role was to inform how the product showed up in these videos. We balanced showcasing the core Greenlight capabilities (an app where kids & parents can monitor spending, watch their savings grow, learn to make trade-off decisions, and invest for the future) with making the screens & UI elements instantly "gettable" to grab attention.

Create once, deploy everywhere
Greenlight photographer Kirsten Thieman was on set to shadow-shoot the talent and key scenes. This allowed us to deploy stills across the campaign touchpoints that were aligned with the videos, creating a cohesive customer journey. These photos also bolstered our internal photo library with images of authentic family moments, a real kid doing real chores, a confident teen living her best life, and more inclusive family dynamics.

A surround-sound campaign
Our brand design team created a range of static & animated extensions for this campaign. We activated this content across Greenlight's website, paid & organic social channels, digital display networks, and Out Of Home.

Measuring success
This campaign launched in September 2021 and achieved 110-120 in attention index score (vs. TV advertisers average score of 100 and Greenlight’s historic average of 90), earning high recall. The campaign over-indexed across all performance metrics in surveys (attention, likeability, watchability, etc). But the most satisfying results was hearing how our message resonated with real parents in our surveys:

Agency partner: Haymaker
Creative Director: Helen Dear
Art Director: Josh LaFayette
Photography: Kirsten Thieman
Website Design: Alex Torres
Digital Ads: Samantha Richardson
Project Management: Allie Hansen

Helen Dear

Contact
hddear@gmail.com

Social
LinkedIn, Instagram, Working Not Working

Made with ❤️
in Atlanta