Cool Client Campaign – B.A.D. Day

Posted on January 16, 2015 by Jason Giles

Having a conversation about the pratfalls of personal finance is never an easy one to have. We’re constantly inundated with expert opinions and tips from financial planners and it becomes pretty easy to ignore advice about how you should manage your finances. Couple that with the fact that denial is the number one reason that a person’s finances can spiral out of control so easily and you have a potent mix which can lead to people turning a blind eye to personal finance blogs and content.

Well, we don’t like when people turn a blind eye to anything and that’s why we’ve come up with the B.A.D. Day campaign for our client, Consolidated Credit Counseling Services of Canada.

The Ask

Consolidated Credit came to us at the beginning of the year with an ask to generate awareness and drive people to their website to learn more about debt consolidation. This is a busy time in the personal finance industry as many consumers tend to overindulge on their credit cards over the holidays and this is the time when those bills start to roll in. All of those December shoppers might start to feel stressed if their finances are not in order, and people feel motivated to reform their finances and start the New Year off on the right foot.

The Strategy

We wanted to highlight the fact that people can feel overwhelmed and even ignore their holiday bills, which can lead to credit trouble beyond the holiday months. We decided to create something called Bill Avoidance Disorder and treat it as a serious condition with symptoms and remedies that resulted in giving Consolidated Credit a call.

The Execution

We ran a blogger outreach campaign that targeted bloggers who write about personal finance or family (or both), as the people most likely to go overboard during the holidays tend to be parents. We received a ton of responses and managed to generate both organic and sponsored links on websites with high monthly pageviews. The idea also gave our client exposure in traditional media outlets across the country and has helped raise awareness about this financially debilitating disorder that has the potential to spiral out of control.