Fidelity's first-ever B2B organic social campaign

The Insight

You know the feeling: you have a benefits package, it's great (or so you've heard), but you have no idea how to actually use it. We gave that feeling a name — Benefomo — and it turns out 85% of employees have it. That confidence gap keeps people, especially Gen Z, from claiming what's already theirs.

The Idea

We saw an opening: advance Fidelity's financial education mission on behalf of our B2B partners by making benefits feel fun and approachable — words one doesn’t necessarily associate with benefits packages.

The Execution

27 organic posts across six platforms demystified retirement savings, PTO, and healthcare plans — plus perks beyond Fidelity's own offerings, like vacation concierges and wellness stipends, so the campaign read as genuine education, not a sales pitch. And because B2B should never be B2Boring, we brought a fresh, approachable style that cut through the "sea of same" benefits content.

The Results

Not to brag (okay, a little to brag) — with $0 paid media, Benefomo earned 24,885 engagements and nearly 400,000 impressions, and helped fuel a standout B2B year: +25% AUM, +22% AUA, +4% new client growth, +5% participant growth, over 1.6 billion financial transactions (+6.6% YoY), and 99.7% client asset retention.