Discover Bank
She’s Got Pockets
For this year's Women's History Month, we decided to pitch a set of social campaign ideas to Discover Bank. These concepts were designed to shed light on the financial literacy gender gap. Although this topic can be overwhelming, we pulled in many pop culture references that would make this campaign more appealing to younger women.
She’s Got Pockets was officially sold in as part of Discover’s acquisition efforts.
Capabilities: Creative Concepting, Paid & Organic Social
Girl Math Trend
Last fall, this viral trend brought all the LOLz and memes. Girl Math is the justify spending and financial decisions for Gen Z women. It reflects how people sometimes mentally account for their finances. However, this humorous insight sparked mixed reactions.
The internet’s moved on. And it’s not the role of a non-judgmental brand like Discover to pick apart last year’s jokes. But it did make us wonder….
How do women feel about their finances?
42%
feel happy with their financial situation versus 58% of men.
$11 trillion
of the U.S. Economy was controlled by women in 2020.
66%
of Gen Z + Millennials prefer to learn about money from other women.
THE IDEA
Managing money is hard; nevertheless, women persist. We centered this campaign around reminding them it’s not about what you have but how you use it. We know that women connect the most to what is real and practical. This is their confident push towards financial literacy with the help of those they relate to the most…other women.
Historically, women's pockets have been designed to be smaller and less functional than men's pockets. Because of this insight, we named this project, "She's Got Pockets". It’s our call out to women and their love for pockets. And not just any, because the tiny and fake ones don’t cut it.
Here’s how it can come to life:
Social | YoutubeMy Money Month
This video series will focus on real people with different backgrounds, interest, jobs, and locations, to show us how they manage their money with tips & tricks. Similar to the “a day in the life” videos on social media, but we’re diving into the money side. Women want to learn from other women, and see financial insights that feel “real” can help our content become more digestible and engaging.
Social | YoutubeShow the Receipts
This social idea will spotlight those who love a friendly competition. Show the receipts is a budgeting challenge where women will show their personal spending style by completing a task. It shows viewers the different ways they can make their money stretch as the influencers show the receipt. We hope to create multiple challenges to target a variety of interests and passion points.
Social | YoutubeShe’s Got Pockets Web Series
We all love Jennifer Coolidge, so her involvment in this campaign was a no-brainer. As a play-off of her last name, we’re creating videos using her as our financial fairy godmother, in a chill, laid-back setting. People get to listen to her wise financial words, because she is an icon that everyone would love to learn from.
Social | Instagram+TikTokAre You $avvy?
This organic social content would take our current resources like Modern Money Blog, and repurpose them to creating gamified content. Framing everything into questions that are playful and meme-like to appeal to the Buzzfeed Generation who love to interact with quizzes where they can see how their answers compare to others or in this case, learn their budgeting type and see if they are savvy.
