Dive Brief:

• Northwestern Mutual and Pinterest have teamed together for a campaign aimed at providing free financial advice to users on the platform, according to details shared with Marketing Dive. 
• “From Pinning to Planning” aims to demystify the financial weight tied to major life steps. Central to the effort is an online questionnaire designed to match users to one of eight different personality types called Pinterest Personas, with each result spurring customized advice from financial advisors. The quiz is live now through May 31.
• The effort is an extension of the financial institution’s “The Great Realization” national brand campaign and arrives as it continues to vye for Gen Z attention, taking to Pinterest, where the younger demographic dominates.

Dive Insight:

Northwestern Mutual’s latest effort is meant to help the next generation of dreamers become doers. The effort is tied to the institution's “The Great Realization” campaign, which was launched in 2022 and aims to minimize the intimidating financial aspects associated with pursuing major life goals.

“The Great Realization” messaging is intertwined in the tie-up with Pinterest. The partnership used the platform’s data to narrow down eight common personas exuded from users: Sustainable Sightseer, Immersive Experientialist, Trendsetter Bride, Destination Bride, Progressive Parent, New Parents, Restoration Maker and Visionary. Once consumers have taken the quiz to reveal their personas, content from Northwestern Mutual will outline best practices for planning next steps. 

“The Great Realization showed us that Americans have an overwhelming desire to pursue their dreams, but there are still barriers to where or how to start saving with financial planning,” said Lynn Teo, CMO at Northwestern Mutual, in the release. 

Using social media to reach millennials and Gen Z is something Northwestern Mutual has tried before. Also part of its latest campaign, the brand cleared its Instagram feed and created a “virtual museum” on the channel that highlighted content meant to symbolize dreams of projects like a kitchen remodel. Its tie-up with Pinterest could prove effective, bringing its presence front-and-center on a platform frequently used for vision boards and manifesting. 

Jumping on Pinterest now also comes as the platform bounces back from challenges with declining users in 2021, since having posted steady increases in both its user base and revenue in 2022. The platform could help Northwestern Mutual reach its target audience, having also reported that Gen Z is its fastest growing demographic.