Influencer Approach
To personalize our financial wellness narrative and build greater connection and relevancy with key consumer audiences, we identified prominent social influencers in a range of categories: wellness, personal finance, lifestyle, empowerment, small business and others.
Each influencer served as a brand ambassador, creating content to drive conversations about financial wellness, “The State of US” campaign and Prudential’s unique perspective on America’s financial health. Each partnership was customized to tap into the way their respective networks best respond to their content, and the channels/media that are most authentic to their personal voices. ​​​​​​​
Amanda Clayman, a certified financial therapist, served as Prudential’s Financial Wellness Advocate to consumer media. She used the understanding and language of therapy to confront financial taboos and openly address how the health of our relationship with money impacts stress levels, state of mind and relationships.
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