Brief:

• NerdWallet, the personal finance company, is launching a three-part video campaign exclusively on Facebook, according to a press release made available to Mobile Marketer.

• The three 19-second videos feature "Frank," a hapless, bearded, financially-struggling young adult who tries to save money by engaging in silly behaviors like taking a vacation in his bathtub and only dating himself.

• The videos were produced by Epic Signal, a social video agency that works with influencers on YouTube, Snapchat, Vine, Periscope and Instagram. Epic Signal was acquired by San Francisco-based agency Mekanism in 2015, per Adweek.

Insight:

Short, humorous videos featuring high production quality and delivered via social media have quickly gained traction with brands looking to snag the attention of young consumers that are watching TV less. NerdWallet, which offers financial advice including everything from credit scores to credit card comparisons, is launching the campaign at an opportune time, as millennials are worrying more about their finances. 

Research shows young consumers are significantly influenced by social media when making purchase decisions, with Facebook being especially potent with millennials. NerdWallet isn't the only financial services firm to turn to social to reach this demographic. Earlier this month, Discover Financial Services announced a partnership with Tinder aimed at increasing financial awareness through "cards" offered via the dating app. 

Millennials are generally seen to have conservative spending habits. Coupled with anxiety about their finances, this caution could make them an ideal target for NerdWallet's cheeky new campaign. In the character of Frank, a young adult who is cutting corners in humorous ways, millennials may see some of themselves.