• by Colin Kirkland , March 13, 2023

Readying itself for Financial Literacy Month in April, Northwestern Mutual -- the Milwaukee-based life insurance company's marketing wing -- has announced a new campaign with Pinterest that aims to help make financial planning more approachable through a personalized immersive experience.

Leveraging Pinterest's data, Northwestern Mutual has created an in-platform quiz that reveals to players eight different “Pinterest Personas,” including Sustainable Sightseer, Immersive Experientialist, Trendsetter Bride, New Parents, Visionary and more.

Quiz results are accompanied by customized advice-driven content by financial advisors, which points to ways Northwestern Mutual may be able to help players plan for future goals like “a long awaited vacation, a dream wedding, planning for a family, or conducting a home renovation.”

“From Pinning to Planning” is an extension of Northwestern Mutual's “Great Realization” national brand campaign that launched last Fall. The overall campaign focuses on helping consumers turn their goals into a reality through a comprehensive financial plan and the expertise from advisors, the company says.

The company is relying on Pinterest’s monthly user base of 450 million people, hoping its new quiz will showcase the promise of financial planning alongside the abilities of its financial advisors.

“Pinterest is the go-to platform for planning life's biggest moments, and Pinners come here to visualize what they want out of their lives,” says Bill Watkins, chief revenue officer at Pinterest, who helped based Northwestern Mutual's campaign strategy off of results from the 2023 Pinterest Predicts report, which listed gamifying financial topics as a top trend.

The collaboration between Northwestern Mutual and Pinterest is available to consumers from March 13-May 31, 2023.