CHALLENGE

BlackRock needed a way to help their 401k plan sponsors educate people on managing and increasing their retirement contributions. They wanted this content to be engaging, easy to understand, and as tailored as possible to each individual’s personal financial situation. 

STRATEGY

Since viewer engagement and taking action on the viewer's own 401K were crucial, we wanted something more than a simple video. We built a digital content experience which enabled BlackRock plan sponsors to communicate the basics of 401k saving, and help individuals increase their defined contributions. This animated, interactive journey yielded hundreds of unique end-user experiences depending on how participants answered questions.

RESULT

The content series was piloted internally at Black Rock, then expanded externally for use with clients. The internal BlackRock team applauded the value of this program's personalization, especially in comparison to prior communications where all recipients were sent the same, text-based email message. Of the users who completed the interactive experience, a whopping 58.2% chose to increase their 401k contributions. BlackRock was then able to analyze participant data to get a clearer picture of how employees were leveraging their retirement options. The company successfully offered custom-fit guidance to individual investors, empowering them to plan for a comfortable retirement.