This document discusses Charles Schwab's efforts to connect with modern investors in new ways through various campaigns and initiatives. It highlights campaigns like #MyModernWealth that aim to redefine wealth, initiatives with organizations like Not Impossible Labs, and philanthropic efforts. Data is provided showing strong engagement metrics for some of Charles Schwab's campaigns that exceeded typical rates on platforms like Reddit. The document also notes that millennials are more interested in brands that pursue social change and impact.
11. Charles Schwab
Get Out of Your Comfort Zone
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§ Served 7.5MM impressions
§ Click through rate was .50%; Reddit
avg is 0.31%
§ 162,152 Total engagements; 10x
Reddit eng rate;
§ 5.3x Reddit upvote rate
§ 3.9x Reddit comment rate
13. Charles Schwab
Millennials prefer engaging with brands with similar values
*Fast Company : As Millennials demand meaning, older brands are not aging well (10.5.2017)
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68% of Millennials say creating change in the world is a
personal goal that they actively pursue*.
41% of Millennials say they have recently taken
concrete action (protesting, marching, volunteering in
campaign), whereas only 17% of boomers have*.
18. Charles Schwab
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