Platform-Optimized Education Campaign Driving Social Impact.

The Ad Council’s longstanding ‘Feed the Pig’ campaign delivered critical financial literacy messages but struggled to connect with digital-native audiences. The challenge was to modernize the approach, shifting from traditional preaching to engaging, culturally relevant content tailored for platforms like Snapchat and Instagram.

Financial prompts were integrated seamlessly into shareable social content that aligned with current cultural moments and Gen Y interests. Campaign content used humor and relatable life scenario, such as National Drink Wine Day, to embed savings messages in a way that felt native, personal, and non-preachy.

This strategic pivot transformed the PSA into a behavior-based nudge rather than a didactic message. By leveraging platform-specific formats and timely cultural triggers, the campaign spoke the language of younger audiences with precision and personality.

Performance Metrics

• Average completion rates ranged from 87% to 91%.

• Stories achieved an average of 127 opens per viewer.

• Up to 30% follower open rate was recorded.

• Top traffic sources included Snapcode scans (36.3%) and deeplink shares (36.1%).

Promotion through Twitter (now X) and interactive story formats generated significant engagement spikes. This validated the campaign’s core insight: serious public service messages can thrive on social media when crafted with authentic cultural fluency.

Overall, the revitalized ‘Feed the Pig’ campaign succeeded in resonating with a younger demographic by prioritizing relevance, shareability, and platform-native storytelling techniques. It set a new standard for how financial literacy messaging can engage audiences in the digital age.