Total 184 words used.
Empathizing with families watching education costs and debt rise in the U.S., Vanguard’s integrated National 529 Day Campaign was a thoughtfully messaged, month-long, multichannel approach to help potential 529 plan investors cut through information overload and learn how to set their loved ones up for the best chance of education success.
With empathy at the heart of our strategy, Vanguard’s 529 Day Campaign included a 60-second video that efficiently, effectively, and emotively explained 529 plans and The Vanguard 529 in particular. Being considerate of viewers’ busy lives, the video helps cut through information overload to explain 529 plans at a high level, with heartwarming scenes and a heartfelt tone.
Deployed through both paid social and as a Vanguard blog article with a video player, results included helping reduce the bounce rate from the webpage housing the video and increasing the dwell rate, both of which strongly suggest that the video was in fact engaging to the audience.
With the entire integrated 529 Campaign performing at 165% YOY increase in impact, this video was one of a few key contributors to this impactful lift.
Nomination Title: The Vanguard 529 Plan 60-Second Video
