How Bill Boosted ABN AMRO’s Student Summer Campaign with Budget Blunders

Let’s be real: every student makes a budget blunder at some point. Learning how to manage money is part of student life, and sometimes that lesson comes with a price tag. Like booking a vacation, skipping travel insurance, and then realizing you have an exam on the same day. Ouch.

To give ABN AMRO’s Student Summer Campaign a boost, we launched a UGC pilot featuring real student stories. Students shared their biggest budget blunders, from accidental splurges to unexpected costs, for a chance to get their money (or even a year of tuition!) refunded by ABN AMRO.

By using authentic, self-shot content, the campaign didn’t just talk to students, it spoke their language. And it worked: the campaign delivered a 25% increase in CTR and a 56% higher engagement rate compared to regular ads.

Turns out, even financial mistakes can have a silver lining.