What is the key to financial literacy and money management?
Hip hop artist IDK knows this. And he shares the wealth.
The rapper, whose stage name stands for the oxymoron “Ignorantly Delivering Knowledge,” learned the art of rapping around the age of 17, according to New Musical Express. Soon after, he made concrete plans to succeed in the industry.
With dedication and perseverance, this dream quickly became a reality. Jason Mills, as he is otherwise known, independently released five of his own mixtapes before teaming up with Warner Records to launch his new label, Clue. As recently as 2020, IDK worked with non-profit media company No Label to create No Label Academy, a tuition-free, 10-day music business course at Harvard University for Black, Indigenous and underrepresented people of color. That same year, credit karma launched a partnership with IDK to help humanize the conversation around debt and money management.
“‘Midday with IDK’ breaks down stereotypes and shows people that everyone struggles with paying off debt and managing money, and we’re all learning together,” said Carolyn Huang, head of social media strategy at Credit Karma at Built In about the personal finance YouTube series. creation of a hip hop company and artist.
The origin story of the campaign
When IDK posted a screenshot of its Credit Karma credit scores on Instagram in the fall of 2020, the team commented on the tag. IDK decided to take its shot and DMed the fintech company. The rest is history.
“We knew he was the right partner from the start because he spoke openly about financial literacy in his interviews and his music,” Huang said. “There was a lot of heart to make something work.”
It was clear to Credit Karma that IDK truly wanted to humanize the conversation around financial literacy from a platform easily accessible to young people: social media.
Over the next few months, the two teams brainstormed how best to deliver a message to a Gen Z audience, BIPOC until they landed on the “Midday with IDK” series, YouTube and “Zero Campaign “, a contest to help five Instagram users with powerful stories eliminate debt to the tune of $10,000 each.
“We know that we need to reach this audience where they spend their time, which is on social media,” director of social media strategy Megan Alley told Built In. “For this do, you have to work with the right partners on the right platforms.”
A new type of partnership
Credit Karma does not rely on traditional outreach methods to speak to a younger generation. In fact, the company has already partnered with actors, comedians, and internet personalities Cody Ko, Emma Chamberlain, and Zach King on Twitch, TikTok, and YouTube to reach their target demographic where they are.
While this isn’t Credit Karma’s first foray into unlikely partnerships, it’s the first time the company has handed a spokesperson like IDK the reins as creative director of the campaign. As a result, Alley and Huang said the team should be nimble, patient, and willing to learn on their own.
“There were a lot of times in the creative development process where he was recommending a direction that we hadn’t thought about or taken a minute to familiarize ourselves with,” Alley said. “That being said, we trusted him completely to bring his vision to life, even if it took us out of our comfort zone at times!”
Eliminate common barriers to entry
The campaign so far has been, as IDK recently commented on the first episode of “Midday with IDK,” “unexpected but fun as hell.”
The numbers tell the same story.
“Midday with IDK” garnered 228,000 views and longer average watch times than our benchmarks,” Huang said.
The partnership also allowed Credit Karma to reach a new audience in an authentic way. “This campaign was successful in engaging younger audiences and received overwhelmingly positive reception in comments and various news outlets,” Huang said.
Perhaps more importantly, it sends a message to its subscribers that multi-millionaires or celebrities aren’t the only ones who can successfully manage debt and save for the future.
“Of course, music artists like BIA and 24kGoldn are successful, but they also struggled to manage their money and credit like anyone else,” Huang said. “It was important that this campaign be authentic; this audience is more perceptive than most and can sniff out when something is simply rinsed and repeated.