Social Media Launch Campaign for a Fintech Brand
Project Overview
MetaWell Finance is a fictional financial planning software designed for mental health professionals in private practice.
Objective
Build niche brand recognition and convert leads through thought leadership and educational value.
Research
Target Audience:
Young adults (ages 20–35) earning under $75k/year who want to improve their financial habits and reduce debt.
Market Insight:
Many people in this demographic lack formal financial education and feel anxious or overwhelmed about money management.
Competitor Review:
Apps like Mint and NerdWallet are useful but often feel transactional or ad-heavy. Gamified learning is trending but underutilized in finance apps.
Key Insight:
Users want interactive, educational tools that make finance less intimidating and more engaging.
Strategy
The central asset was an expert guide: “Finance Made Simple for Therapists.” I built the campaign around a LinkedIn carousel ad and created a nurturing email flow.
Visuals
Logo and updated brand style
LinkedIn carousel ad
Finance Guide PDF
Landing page mockup
Email series (3 parts)
Projected KPIs:
25% CTR on carousel ad
10% of PDF downloaders request consultations
200 new subscribers in niche market within 1 month
Reflection
I would consider turning the guide into a webinar or video content piece to reach practitioners who prefer visual formats. Also, optimizing ad placements by job title could refine lead quality.