You know the feeling: you have this benefits package, it’s great (you’ve heard) and… you don’t know how to access those benefits or use them to the max.

We called that feeling: BENEFOMO.

It’s pretty widespread: Over 85% of employees say they are confused about their benefits. A confidence gap that’s preventing these employees—specifically Gen-Z —from fully taking advantage of them.

We saw this as an opportunity: further our mission of financial education in support of our B2B partners while making benefits seem fun and approachable.   

 EXECUTION 

Our campaign was Fidelity’s first ever B2B multi-platform Organic Social campaign. We introduced “Benefomo” and helped demystify benefits—like retirement savings, PTO and healthcare plans. We even covered benefits like “vacation concierge” and “wellness stipends” that go beyond Fidelity’s B2B offerings, so our campaign felt educational and informative rather than promotional and salesy. 

With 27 organic posts across six platforms, we encouraged plan sponsors and their employees to claim what’s theirs, gifting knowledge and peace of mind while putting money in people’s pockets. And because we wanted these B2B posts to be anything but B2Boring, we did it in an approachable, fresh style that stood out in the “sea of same” benefits information landscape.  

Not to brag (ok, a little bit to brag), but it worked:

With $0 paid media, Benefomo generated 24,885 engagements and close to 400,000 total impressions. 

Additionally, our campaign contributed to a strong year of B2B results: 

+25% AUM (Assets Under Management) 

+22% AUA (Assets under Administration)   

+4% new client growth 

+5% Participants growth 

…And over 1.6 billion financial transactions (+6.6% YoY) + a 99.7% Client Asset Retention Rate.