SAN FRANCISCO: Charles Schwab has launched an online video series that highlights personal stories and provides investment advice to consumers.
Dubbed “Oh, Chuck! I blew my cash,” the six-part series features real stories from consumers who have made poor spending decisions. Each video ends with a piece of saving or investment advice from Charles Schwab, chairman of the eponymous company.
Edelman is promoting the spots, which can be seen on YouTube, Facebook, and Twitter. The company's digital agency, Mechanism, created the videos, and media agency Universal McCann also worked on the campaign.
The target demographic for the effort is young investors, ages 25 and older, said Charles Schwab CMO Laurine Garrity.
“We thought it would be great to come at it in a way that's relatable and entertaining and at the same time provide some information that people would see as valuable and want to share,” she said.
The campaign also includes a contest where consumers can submit video or text-based stories about their own poor spending decisions for the chance to win a $10,000 Charles Schwab account. The entries will appear on a tab on the Charles Schwab Facebook page, where consumers can rate them or submit their own. The contest will run through June 26.
Garrity said the company decided to hold the contest to encourage conversation in a demographic that is interested in talking about finance and investing via social media. Overall, the campaign is designed to engage the audience about money and investing via digital media.
“We are always looking for new ways of developing content that meet people's needs and that they want to share,” Garrity said. “What we've found is a little humor can be engaging and encourage views and sharing, so we want to get that balance right between humor and valuable content.”