I led the creative for all organic social media for 4+ years in all platforms, along with managing the social calendar with the social team. I also spearheaded Prudential’s work for cultural months, like PRIDE, Women’s History Month, AAPI, HHM, etc., demonstrating a strong focus on underserved communities. Additionally, my team and I created a breakthrough campaign debunking social influencers who give poor financial advice. The results? We doubled social media engagement within two years. And in two quarters of 2023, Prudential had 1,873,275 and 3,438,327 impressions.
Overview
If you scroll down any of Prudential’s social platforms, my team and I probably worked on it. Here are a few examples:
Financial Literacy Campaign
Consistent ‘bad advice’ from social influencers led to the creation of this campaign. For example, 50% of TikTok users turn to the platform for financial advice. Nearly half don’t fact-check this advice. This was the nugget to a big idea, which my team uncovered and was shared with our external agency partners to drive brand consistency.
After launching a few posts, our initial impressions were over 125K, 417 engagements, with a 2.4% ER (organic) — 60% of Pru’s IG followers aged 25-45.
”Avocado” had over a 70% completion rate, with almost 73K people, and was the first execution in the Financial Literacy campaign. We couldn’t pass up the avocado toast stereotype to advice on budgeting.
Live on Ramen. Trying to debunk the myth that you should be eating ramen until your student loan debt is paid off.
Lisa Lovell. My team filmed many advisors. Talking to the camera, their goal was to dispel bad advice while giving our audience some good advice–like life insurance benefits.
Kristen Hoey, our financial advisor in this execution, discussed being smarter with your money. It had almost 10K views in organic.
Ice Cube. This is a real thing, where people freeze their credit cards so they don’t use them. We may have a solution.
Via Instagram, additional examples of the work I've led.
Andrew Dalsass © 2025 — New York, NY