The Shelf, Inc.
Location: Atlanta, Georgia, USA
Category: Financial Marketing
Title: Making Credit Feel Approachable – Self Q2 – 2025
Award: 2025 Best of Category
Client: Self Financial
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Project Description:
Making Credit Feel Approachable was developed to shift how younger audiences engage with credit-building tools by removing intimidation and replacing it with clarity and relatability.
In Q2 2025, Self partnered with 16 creators across social platforms to turn financial education into something people would actually engage with. Using comedic, character-driven skits and personal storytelling, the campaign reframed credit-building as friendly, practical advice rather than a complex or intimidating process.
The work leaned into authentic creator voices and platform-native content, helping audiences see credit through real-life situations and everyday decisions. By meeting users in familiar formats and tones, the campaign made financial concepts easier to understand and more relevant.
The result was strong engagement and positive sentiment, while reinforcing Self’s position as an approachable, trusted credit-building brand.
Credits
- Mandi Wiley – The Shelf, Creative Specialist
- Chloe Lessaris – The Shelf, Account Manager
- Nor’Quera Townsend-Hopkins – The Shelf, Account Manager
- Cara Duffy – The Shelf, Head of Account Management
- Sabrina Fenster – The Shelf, Creative Director
- Kimberly Newman – The Shelf, Associate Director, Paid Media
- Kristine Drier – The Shelf, Director, Performance Media
- Eileen Buesing – Self Financial, VP of Communications & Brand
- Chris Morgan – Self Financial, Senior Director, Growth Marketing
- Paul Kovalski – Self Financial, Head of Paid Media & Creative
