OneMain Financial provides loans and other credit-related products to 10 million customers, often with short-term financial challenges. As a brand, OMF’s mission is not just to offer credit solutions, but to deliver financial education. The company challenged Anchor to rethink this educational process for the evolving linear and digital landscape. We had to find creative ways to empower customers to adopt new habits and find real solutions to everyday problems.
Anchor unpacked audience insights to understand the interests and attention areas of OneMain’s customer base. These efforts provided the foundation for a content strategy designed to make financial education relatable and shareable through lighthearted humor and platform-specific media. From there, we developed and produced a three-month-long “M is for Money” content series. With a range of cross-channel deliverables, we drove broad, yet relevant awareness via organic distribution, paid media, content syndication and publisher partnerships.