Verizon Family Money App Launch
The Brief
R/GA was tasked with launching the new Verizon Family Money app, an ecosystem designed to help parents teach their kids financial responsibility. The challenge was to create a compelling 3-phase campaign that would drive awareness, conversation and SOW, and ultimately consideration & conversion for the app by engaging our primary audience, parents of kids aged 6-18.
The Solution
To address this need, we developed a multi-stage social activation campaign, leveraging the influence of celebrity 'real housewife' Garcelle Beauvais. The campaign included the following phased activations:
Highlighting the Consequences of Avoiding Money Talks (attention-grabbing/awareness): In the first part of our campaign, we showcased real-life viral examples of kids making significant financial mistakes, such as Noah Bryant, who accidentally spent $3000 on SpongeBob SquarePants popsicles. Garcelle Beauvais interviewed these kids and their parents to explore what went wrong and how it could have been prevented with the Verizon Family Money app. The content was boosted across YouTube, Twitter, Instagram and Facebook. The aim of showcasing these stories was to gain audience attention with funny, entertaining content.
Engaging User-Generated Content (engagement/conversation): In the next phase, we invited the internet community to share their own childhood money mistake stories. The best submissions were rewarded with social virality and funds in the form of Verizon Family Money App credit, creating buzz and user engagement. This phase was designed to further capture audience attention and incentivize them to engage in conversation.
Showcasing App Features (consideration): Garcelle Beauvais road-tested the app for a week, quizzing her kids on their learnings. Each video in our mini-series focused on a different key feature of the app, providing a comprehensive overview of its benefits. By showcasing the benefits, the audience would be compelled to consider purchasing/downloading the app.
Launching hard-hitting lower funnel social ad campaign (conversion): In the last phase, we launched a series of conversion-focused targeted ad units across Instagram, Twitter and YouTube, with clear CTAs to download the app.
The Outcome
The campaign successfully achieved its goals and exceeded expectations:
Beat all KPis; including Brand lift (paid), Site link CTR, Post/video views and impressions, post comment net sentiment
High Traction: Featuring a high-profile celebrity garnered significant attention, helping the campaign beat all benchmarks.
Increased Awareness: The campaign effectively drove awareness and consideration for the Verizon Family Money app.
Engagement and Conversation: By involving a mix of organic social, paid media, influencer partnerships, and promotional videos, we generated robust conversation and engagement around the app.
App downloads: We reached our set app download campaign goals.
Project Responsibilities
Created the connections plan and campaign roll-out strategy.
Worked cross-functionally with account, media, earned, paid, influencer, production, and creative teams to execute the campaign.
Developed a content calendar and timeline incorporating inputs from all teams.
Created tactical briefs and collaborated closely with the creative team to ensure adherence to best practices.
Contributed to influencer briefs and planned for paid content in partnership with media agencies, Twitter, Meta, and Google.
Launched the campaign and worked with the measurement team to gather post-mortem analytics and present them to the client.