First Graduate - The Next Big Thing

Problem
As a pro bono account with zero budget, not only did we have to break through the holiday buying and giving noise, but we had to gain the trust of a wealthy Bay Area target who had lost trust in charities due to misuse of funds.

Insight
Fintech investments are far riskier and less rewarding than investing in a child’s education.

Solution
Launch like a fintech investment opportunity, enticing our target to get in on the latest and greatest investment opportunity, that’s anything but speculative.

Result
The campaign’s breakthrough approach garnered the most earned media in the organization's history, and put First Graduate on the map of wealthy Bay Area residents.