Finfluencers or facts? Engaging young investors for Crelan

Creating content about investments for a younger audience? Dry explainer videos and dense whitepapers won’t cut it, obviously. To engage and inform Crelan’s target group aged 18 to 40, we struck the perfect balance between enticing presentation and valuable content.

Crelan combines the services of a big bank with a very personal, tailor-made approach. It is, in other words, a big bank that doesn’t feel like one. That’s quite a unique advantage, but young people aren’t exactly all ears. Instead, they’re drawn to finfluencers, who often position themselves against big banks, spreading short-sighted advice and misleading opinions. “Banks are only after your money” and “Get rich quick with these investment tips” – that kind of thing. To reclaim relevance, Crelan turned to Onlyhumans for a content campaign that would resonate with young investors.

Our content is crafted around a clear insight: young people often think that investing is a fast track to wealth. Yet, influenced by finfluencers, they take risks that tend to result in the exact opposite: significant losses. Our key message tackled this misconception with a threefold promise: thanks to Crelan’s personalised approach, investing with Crelan is smarter, safer, and more sustainable than going solo.

Our formats borrow the attention-grabbing tactics of finfluencers while adding the nuance and reliable framework needed in an investment context. In our ‘Street Credit’ video series, we hit the streets to find out what young people really know about investing, while other videos feature insights from Crelan’s experts. We also included fun formats, like memes, to keep things fresh. The result? A captivating series of social content that strikes the perfect balance between entertainment and information.