Case Study: Bank of America reaches nearly 6 million millennials and doubles engagement with Pinterest

Bank of America - Customer Case Study

Bank of America launched Better Money Habits, an open online financial-education resource aimed at people starting key life moments—especially millennials—and needed a way to reach that future-focused audience where they plan and discover ideas. With one-third of millennials using Pinterest to plan life events, the BMH team chose the platform to connect with users making financial firsts like budgeting for weddings, buying homes, and saving for retirement.

BMH applied Pinterest best practices—creating life-moment boards, linking Pins to deeper content, adding Save buttons, and using Promoted Pins and analytics to refine creative and targeting. In under five months the program reached nearly 6 million unique people, generated more than 29,000 saves, drove thousands of actions on BetterMoneyHabits.com (including video views), and achieved engagement about twice the platform average.

Bank of America

Christopher Smith

Enterprise Social Media Executive