Digital Influencer Engagement
CollegeBoundfund is Rhode Island’s official 529 college savings plan. While the product is marketed through traditional channels, there was a desire to engage a targeted audience of women and their followers via social media platforms.
(add)ventures hosted a “mom influencer summit” to gather market research into how mothers of young children save money and engage with social media. Based on the research gathered, (add)ventures developed a series of campaigns to engage the mom influencers by hosting Twitter contests to win money for college savings, sharing financial education content and promoting holiday giving as an option through CollegeBoundfund’s online gifting tool. Through strategic influencer engagement, (add)ventures helped CollegeBoundfund access a network of women who helped increase awareness about the benefits of saving for college through a 529 plan.