empower finally gets noticed on social.

How do you end up servicing over 18 million people and handling over $1 Trillion of their retirement plans with no clear idea how to talk to regular folks?

After the dust settled on a series of acquisitions in the retail space, Empower found itself with a retail wealth management business—and little experience in generating awareness or leads amongst the general public.

So we deployed every way we knew how to provoke action.

From bold questions,

To market hot takes,

To inside jokes with enticing imagery for every niche,

All while keeping organic fun yet informative.

And much more. We took the results and iterated (like a lot).

Then adapted the winners to programmatic and other media.

The results?

• Click-through rates as high as 6.43%, 6x the Meta average for the period of 1.06%

• Cost per click as low as $0.41

• We now service over 19 million people, with over $100 billion in retail AUM.

Not bad for a 401(k) company most people had never heard of before.