What it had to solve
ANZ's financial wellbeing content lived in its own program, but customers were searching YouTube — the world's second-largest search engine — for answers, and banking content there was dry or contrived.
The idea
A comedy creator asks the finance questions people are too embarrassed to ask — 'It's ok, I didn't know that either' — in episodes built from top search terms.
How it works
Keep Left concepted, produced and managed talent for twelve three-minute episodes hosted by influencer Louis Hanson, with ANZ experts Jade Khao and Liana Cauchi explaining rates, superannuation and passive income; PHD bought social and native media running to September 2023, plus Instagram spots on Hanson's 107k-follower account.
What it did
No results figures were reported. The series extended ANZ's financial wellbeing content onto YouTube as evergreen material mapped to the most-searched money questions, with paid support planned through September 2023.
Background
In April 2023 ANZ's PR and creative agency Keep Left launched 'Upskill Your Financial Wellbeing', a twelve-episode YouTube series hosted by Louis Hanson, an influencer, writer and comedic content creator. Each three-minute episode took on a money question people are typically afraid to ask, answered with tips from ANZ experts Jade Khao and Liana Cauchi.
The structure came from search data: the first twelve episodes responded to the highest-ranked personal-finance search terms on Google, from how interest rates affect home loans to superannuation explained and how to create passive income. Keep Left and ANZ had identified that customers were using YouTube as a search engine for financial questions and needed content native to the platform.
The tone was set by the partnership's premise, pitched as 'It's ok, I didn't know that either' — Hanson genuinely didn't know most answers on camera, per ANZ's media and partnerships lead Rossana Lambardi. Executive creative director Blair Kimber said the aim was content that felt native rather than dry or contrived, watchable from Gen Z to young parents.
Keep Left handled full concepting, strategy, talent management and production; PHD planned and bought paid social and native media continuing until September 2023 to reflect the evergreen nature of the content. Paid spots also ran on Hanson's Instagram, where he had 107k followers.
Why it lands
A bank let its on-camera host stay ignorant on purpose, turning the admission into the hook instead of hiding it behind an expert.
Episode topics were chosen by search demand rather than product calendar, so the content answered questions people were already typing.
It moved a bank's content marketing from its own channels onto YouTube's search behaviour, treating the platform as a query box rather than a broadcast slot.
What you can take
Meet people on the platform where they already ask the question, and let a naive host give the audience permission not to know — the admission is the engagement device.
Since then
Paid media ran across social and native until September 2023. The series stayed as evergreen content in ANZ's financial wellbeing program, per LBB's April 2023 report.
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