In a bold move to expand its digital reach, MoneyLion, the consumer finance platform, partnered with globally renowned content creator MrBeast to connect with a highly engaged online audience.
The collaboration aimed to tap into a digitally savvy demographic that is consistently online and actively engaging with financial products, Tim Binder, head of brand marketing at MoneyLion, said in this interview with Lisa Granatstein, editorial director of Beet.TV.
“MrBeast is a worldwide creator with a massive audience, but beyond that, we wanted to connect with an audience that is enthusiastic and highly engaged with content,” Binder said. “This partnership allowed us to introduce MoneyLion to millions of new users.”
Full-funnel approach to marketing
The campaign centered on MoneyLion’s integration into MrBeast’s latest show, Beast Games, which premiered on Amazon Prime Video. By embedding MoneyLion directly into the show, the company gained exposure to a vast audience across one of the most popular streaming platforms in the United States.
“If they’re watching the show, they should also be seeing our ads,” Binder said.
MoneyLion executed a “Share of Voice Takeover” on Prime Video, ensuring its presence throughout the campaign. The company also produced two high-impact TV commercials (TVCs): one promoting a giveaway and another in true MrBeast style, featuring a woman in a glass box showered with falling money.
Beyond television, MoneyLion extended the campaign across multiple marketing channels, including paid social media, out-of-home advertising, and in-app experiences tailored to users engaging with the brand.
Influencer marketing and Spotter’s role
Recognizing MrBeast’s influence as part of a broader ecosystem of digital creators, MoneyLion worked with creator platform Spotter to amplify the campaign through influencer partnerships.
“People who engage with MrBeast also engage with hundreds of other influencers across YouTube, Instagram and TikTok,” Binder said. Spotter helped identify key influencers who could further promote MoneyLion’s giveaway and financial products.
Additionally, MoneyLion sponsored the Beast Games premiere event in Los Angeles, inviting six mega-influencers to create and share content from the event. The company also took over YouTube with a strategic ad placement on “Episode Zero” of Beast Games, securing a 25% share of voice.
Record-breaking results
The campaign produced extraordinary results, elevating MoneyLion’s app ranking from No. 33 to No. 1 in the finance category and breaking into the top five apps overall on the App Store. “We saw some of the best results of my career,” Binder said. The app’s daily active users (DAU) grew by over 135%, and the campaign generated more than 100 million earned media impressions.
Furthermore, the partnership attracted over 4 million new customers to the MoneyLion ecosystem.
“Not only did they engage with our giveaway, but they also started using our financial products,” Binder said. “We made sure to keep them engaged with interactive content and gamified experiences.”
Strengthening brand trust and perception
Beyond user acquisition, the collaboration significantly improved MoneyLion’s brand perception. Spotter facilitated a brand lift study, revealing that MoneyLion’s trustworthiness, innovation, and fun-factor all saw notable increases—an uncommon achievement for a finance brand.
“We were seen as an innovative and fun brand, which isn’t something you usually associate with finance companies,” Binder said.
By leveraging MrBeast’s immense influence, executing a multi-platform strategy, and utilizing influencer marketing, MoneyLion achieved unparalleled growth and brand recognition. This campaign demonstrates the power of digital-first partnerships in reshaping the financial industry’s approach to marketing, paving the way for more innovative brand collaborations in the future.
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