Hacked

Sallie Mae wants to help students find free money first, before they take out loans. And we know that 85% of teens use YouTube as their search engine, not Google. (not even Bing!) So instead of trying to reach them with ads or articles, we shared answers where our audience was already asking questions: on Youtube. We created a six-episode narrative series designed to help students “hack” paying for college, turning financial mumbo jumbo into practical, easy-to-understand advice.

Knowing that gaming is our audience’s top form of entertainment, we created an animated video game-inspired story, gamifying topics like the FAFSA and scholarships. Every aspect of our storytelling was carefully crafted to create an immersive experience that would hold our viewers’ famously fickle attention. We even got Troy Baker, the legendary voiceover artist and voice of Joel Baker in The Last Of Us, to narrate the adventure.

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