How we brought financial literacy closer to Gen Z
For Raiffeisen pension funds (Raiffeisen mirovinski fondovi) we develop digital campaigns that connect money, saving and retirement with the everyday lives of young people. From an educational quiz and an influencer partnership to a podcast and short videos, we bring together strategy, creative concept, production and advertising.
Request a proposal
Results that show audience interest
The campaigns delivered concrete results in reaching the audience and sparking further interest. They show that financial topics can win attention on social media when they start from the audience's own questions and fit the way people follow content.
clicks to the quiz from Facebook and Instagram ads in the “Pobjednički start” campaign
organic views of TikTok content on the dedicated profile (2023 reporting period)
podcast episodes across two seasons
Why think about retirement at twenty?
A first job, a first salary, travel and moving out. In a young person's life there are many topics that feel more important and closer than retirement. Financial terms often sound complicated, and long-term saving seems like something to deal with later.
For Raiffeisen pension funds we had to find a way to make these topics understandable and relevant to Gen Z. Catching attention was the first step. Just as important was creating content that gives young people a reason to stop, listen and connect the message with their own decisions.
Start from the questions young people already have
How should I manage my first salary? Can I save on a small income? Why does it matter to start early? What do the pension pillars actually mean?
Questions like these became the starting point of our communication. We translated expert topics into plain language, everyday examples and content tailored to the platforms where young people spend their time.
Each channel had its own role. Social media opened topics and sparked interest, web content and the quiz supported further exploration, and the podcast hosted conversations that need more room. Paid advertising connected the content with new audiences.
A creative concept that grew with the project
We began the collaboration with the “Pobjednički start” (Winning Start) campaign, linking educational web content and a quiz with visuals, animated ads and social media posts. Terms such as interest, returns and investment got simpler explanations and a recognisable visual style.
Part of the campaign was a partnership with Dario Marčac, who brought financial topics closer to his audience through his own video content. Dario shot and edited his videos, while our team managed their publication and integration into the campaign.
By building a dedicated TikTok profile on financial literacy, we opened additional room for educational content. Alongside Facebook and Instagram, we built communication in which different financial terms and questions could be covered in short formats close to the audience.
From studio conversations to content for many platforms
The next step was a podcast. We wanted to open up space for experiences, questions and conversations that show financial decisions as part of real life.
We developed topics and questions, chose the guests and ran the recording and production. Over two seasons we produced eight episodes, with conversations about personal finance, entrepreneurship, spending, saving and planning for the future.
From the start, we planned production with distribution in mind. Full episodes went out on YouTube, and selected moments were turned into short videos for TikTok, Instagram, Facebook and YouTube Shorts.
Every clip had to work on its own: open an interesting question, deliver a clear message and give the viewer a reason to follow. That way one conversation became the source of several pieces of content, adapted to different ways of watching.
Retirement? I'm only 20.
Short video as the next step
In the current campaign we have focused on an educational series of short videos, supported by static posts and advertising.
“Retirement? I'm only 20.” sums up the attitude we start from. We take a question or doubt a young person will recognise, explain one topic and end with a clear message.
This approach brings together creative development, scripting, on-camera presentation and editing. The opening has to catch attention, the example has to make things easier to understand, and the pace has to hold interest. We then adapt the content for Meta channels, TikTok and YouTube Shorts and support it with advertising.
The whole project, connected in one agency
Digital Talents leads the strategic and creative development of the project, visuals and scripts, guest selection, filming, production coordination, social media management and digital advertising.
It is precisely the connection between these disciplines that lets us develop every idea with a clear picture of how it will be produced and distributed. For Raiffeisen pension funds, we build communication that makes a complex topic more approachable and use every new format to open relevant conversations with young people.
Related
Raiffeisen pension funds show how these can come together for a financial or expert topic:
Want to bring a complex topic closer to your audience?
If you communicate a financial, expert or otherwise demanding topic, Digital Talents can connect strategy, creative concept, production and advertising into a campaign that gives your audience a reason to stop.
Request a proposal