Credit Karma: Unless…

The Situation: Upon Credit Karma launching their new, Create Your Own Karma brand platform, they wanted to develop a digital video campaign that spoke directly to their younger, Millennial and Gen Z target.

The Insight: The reason why most younger consumers stay away from using financial institutions or advisors is because they believe those services are reserved for much richer, older people.

The Strategy / Brief: Prove to younger generations that you don’t need to have a lot or even any money to use Credit Karma. Show them that anyone can Create Their Own Karma no matter how much money they have or come from.

The Creative Platform: Unless… - a series of videos that pointed out that Credit Karma was for everyone except the rich (the exact opposite of who the target thinks the financial category is for), telling everyone: Credit Karma is for you unless you’re already rich.

The Results: Consumers realized Credit Karma was everyone, raising consideration by +8ppts.

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Agency: MullenLowe

Role: Group Strategy Director

Year: 2022