— Finance

DSP BlackRock

110,000+ pledges and 100M+ impressions turned a financial-literacy initiative into a nationwide movement for women's financial independence.

The brief

Women's financial decision-making has historically been low and culturally treated as supplementary. The campaign faced a stubborn awareness-to-action gap and an already-saturated engagement landscape.

What we saw

Financial inclusion needs everyone — so we brought men into the narrative as allies rather than siloing by gender. Pledges acted as micro-conversions that bridged the gap between awareness and action, combining DSP's legacy credibility with progressive digital execution.

The work

A 60-second emotional film anchored the campaign, supported by high-impact display on premium inventory and influencer and publisher collaborations across Twitter and LinkedIn. A pledge-driven landing page integrated program registration directly, while YouTube, Facebook, and Twitter handled video distribution with programmatic and direct buys, retargeting, and continuous A/B testing.

The outcome