Empowering rangatahi Māori
Driving Financial Empowerment with a Viral Campaign
Task:
Our mission was to collaborate with Re: news and TVNZ's Blacksand to launch a dynamic social media campaign for Sorted.org.nz, a government website dedicated to financial literacy. Specifically, we were challenged to engage the hard-to-reach young Māori audience, inspiring them to utilise the financial tools on Sorted.org.nz for planning their finances, savings, and retirement.
Approach:
Our approach involved a multi-faceted strategy. We curated compelling backstories, arranged a wānanga to capture diverse perspectives, and collaborated with well-known online influencers in the Māori space. We created informative content, including a tips video, and produced engaging videos featuring a talented actor. The aim was to make financial literacy accessible, relatable, and even fun.
Outcome:
The Māori Money Movement campaign exceeded expectations, garnering more than 1 million views. By leveraging the power of influencers, storytelling, and dynamic content, we successfully connected with the targeted audience, encouraging them to visit Sorted.org.nz. The testimonials and engaging videos are a testament to the campaign's impact in fostering financial empowerment among rangatahi Māori.
"Cleo and Tuki are two of my favourite people to work with in the whole world. They bring such care to any kaupapa they work on. They have a unique eye for storytelling that will elevate any project. They have special awareness for the cultural needs and challenges any time they have the responsibility of sharing someone’s story. They are also just immensely pleasant people who a fun and funny and any project is better for their presence."
- Simon Day, Television New Zealand