A strategic pitch for reaching Gen-Z audiences through EveryDollar — Ramsey Solutions' budgeting app — using content angles rooted in how Gen-Z actually consumes financial media.
Context
In summer 2024, Ramsey Solutions was looking to grow EveryDollar's audience among Gen-Z users — a demographic that engages deeply with financial content but responds poorly to traditional financial marketing. The challenge wasn't just reaching them; it was earning trust with an audience that's deeply skeptical of corporate messaging and financial institutions.
I developed this strategy to address that gap — building a framework for how EveryDollar could show up authentically in Gen-Z spaces by leaning into the content styles that already resonate with that audience: unfiltered, relatable, and community-driven.
Campaign Goals
The campaign had three core objectives: increase EveryDollar's brand awareness among 18–26 year-olds, drive app downloads through organic social, and build a content library that could sustain long-term engagement without feeling like advertising. The strategy was designed to work on both a short timeline (quick wins through trending formats) and a longer arc (series-based content that builds audience loyalty).
Content Angles
Aspirational
Content that shows Gen-Z what financial confidence actually looks like in their world — not retirement planning, but paying off debt at 23, taking a trip without going broke, buying a first car without panic. Framed around achievable wins rather than distant goals.
Relatable
Content that meets Gen-Z where they are — acknowledging the financial anxiety that's real for their generation without being condescending. "We get it" energy. Behind-the-scenes, day-in-the-life, and raw testimonials fall under this angle.
Controversial
Content designed to spark conversation by challenging common financial myths or taking a stance on money topics Gen-Z is already debating. Higher risk, higher reward — this angle drives shares and saves, and signals that EveryDollar isn't just another corporate account.
Content Series — Short Term
Content Series — Long Term
The 31-Day Budgeting Challenge was designed as EveryDollar's signature Gen-Z activation — a month-long content arc that encourages users to track spending daily and share results, creating organic word-of-mouth and keeping the app top-of-mind throughout the campaign window.