Greenlight
Case Study
Creator sourcing
creator briefing
creator scripting
The mission? Teach kids to be financially smart. There was no existing influencer program in place, so we built one from scratch.
When the Board asks you to go viral. And you do.
Greenlight wanted more eyeballs on its mission.
The audience
We wanted to reach parents of kids and teens, and we knew they spent time on Instagram, TikTok, and YouTube watching their favorite influencers.
From dad-fluencers to family creators to teachers and principals, we screened hundreds of influencers to land the 80 who would represent Greenlight.
1
Our approach:
Cast wide
We negotiated hard to keep costs reasonable, then pitched a performance bonus so every influencer was incentivized to drive high impressions and engagements.
2
Negotiate like partners
3
Set them up to tell & sell
Greenlight had been living in safe, curated, family-friendly content. We pushed the brand into real, raw, relatable parenting content built to convert, not just to look nice.
4
Meet the moment
The story
Just like every family is different, every story was intentionally different.
We briefed our creators to talk about everything from awkward money convos to GRWM videos to kid pranks.
Every creator went their own way, which kept it natural. But every story came back to one thing: kids need to learn about money, parents don't have time, and that's what Greenlight is for.
The results
120M
15M
66k
impressions
views on a single viral piece
conversions from awareness campaign