Laurel Road For Nurses

Laurel Road is a digital banking platform offering online financial tools and student loan refinancing. As part of the strategy to scale its offerings for healthcare workers, the digital banking platform created a one-of-a-kind Loyalty Checking product, designed specifically with nurses in mind. With Loyalty Checking, nurses can earn a welcome bonus with qualifying direct deposits, monthly cash back incentives, access to member perks and a variety of financial education tools to help nurses reach their financial goals.
To complement the product launch, the brand developed an activation that would accompany media communications in effort to increase awareness, engagement, and consideration among this unique segment. Most importantly, Laurel Road wanted to connect with nurses, celebrate their hard work and tap into the community.
During National Nurses Week the brand partnered with TikTok star @NurseKala and others in the nursing community to launch the #LaurelRoad4Nurses Dance Challenge with a $10k prize in support of Laurel Road Loyalty Checking.
The challenge was amplified by the growing popularity of its featured tune, “Sunroof” by Nicky Youre. The initial videos from Nurse Kala inspired creators around the platform to submit their dance videos using co-creation tools and adding their own flair to the fun. The HTC was able to reach over 80 million users in just 3 days with over 2.4B video views using #LaurelRoad4Nurses. We utilized some of the latest available audience segmentation to isolate the nursing community on TikTok with phased Reach/Frequency buying, followed by Lead Ads and retargeting with TikTok's latest version of the Advanced Lead Form Page to capture prospects in-app and automate lead gen directly to Laurel Road. The campaign saw over 700,000 video creators, produced a 14% engagement rate, and garnered 3K+ leads for Laurel Road.