Educational funds are closer than you think. We built this social campaign to meet families exactly where they are, using a social first strategy to turn awareness into action.
Client: CalKIDS
Year: 2025-2026

Background

CalKIDS is a state-wide initiative designed to give every child in California a head start on their future through college savings accounts. While the program is a massive win for families, the state needed a way to bridge the gap between "having a program" and "getting people to use it." The mission was to drive awareness and motivate parents, high schoolers, and college students to take that first step and claim their scholarship.

The Barrier

The biggest hurdle was a mix of low awareness and the "too good to be true" factor. For many families, navigating state programs feels like a chore or a confusing maze of financial jargon. This creates a psychological barrier where people either don't know the money is waiting for them or they feel overwhelmed by the process of checking their eligibility and claiming the funds.

The Objective

Our goal was to turn passive awareness into confident action. We needed to simplify the messaging and show families that claiming their bright future is an easy first step. By driving traffic to CalKIDS.org, we aimed to generate immediate clicks and website engagement that would lead to sustained program participation and long-term financial impact for California’s youth.

Execution

We knew that traditional government outreach wouldn't cut it for this audience, so we built a social-first execution that met parents and students where they already live. By partnering with relatable influencers and directing them to share the “deetz” we turned a dense enrollment process into a clear, actionable story. We used high-energy, educational content and made it trendy to prove how simple it is to check eligibility and secure a financial future.

  • Total Followers: 10M+ reached (335% over the initial goal)

  • Total Views/Impressions: 10.6M total organic and paid impressions

  • Engagement: 45K total engagements across the campaign

  • Creative Assets: 68 unique assets produced by 8 featured creators

  • Content Output: 52 total posts (162% over the initial content goal)

Results