YOU ARE GOLD
The “You Are Gold” campaign was designed to launch Bonsai Payments into the market, building brand awareness and acquiring new users for their financial management app. With a focus on the Gen Z and Millennial audience, the campaign revolved around major festival sponsorships, social media activations, and strategic out-of-home advertising to position Bonsai as the go-to solution for convenient, mobile financial management.
Marketing strategy
SEO & SEA
Sponsorships
Social media management
The Challenge
Bonsai Payments entered a crowded fintech market where Gen Z and Millennials felt disconnected from traditional banks. This audience was craving convenient, mobile-first solutions for managing their finances, and Bonsai saw a clear opportunity to fill that gap. But there was one major challenge—no one knew the Bonsai brand.
We needed to not only introduce Bonsai to the market but also establish the brand as the perfect solution for their fast-paced, on-the-go lifestyle.
Our APPROACH.
Full Funnel strategy with Festival partnerships
The “You Are Gold” campaign served as the red thread that tied together all of Bonsai’s marketing initiatives. We strategically focused on creating festival partnerships that allowed Bonsai to integrate into the payment systems at key events like Graspop Metal Meeting, Tomorrowland Winter, and Rock Werchter. These partnerships were crucial in driving user acquisition as attendees experienced the app firsthand during the festivals. The campaign’s positioning—Bonsai as a premium, hassle-free payment solution—was brought to life through festival activations and sponsorship visibility.
Social Media Management
& Paid Strategy
With no prior social media strategy, Kill Your Darlings developed a full-scale social media presence for Bonsai, combining festival-specific stories with the overall “You Are Gold” message. We collaborated with Studio Brussel and Rock Werchter to create buzz and engage users through mini-stories focused on festival experiences. User-generated content (UGC) was also leveraged for the paid media strategy, ensuring the ads felt native to platforms like Instagram and Facebook.
Email Marketing for Long-Term Engagement
To combat high app churn, we implemented a long-term email marketing strategy aimed at building a loyal user base. Specific email campaigns targeted festival attendees who had downloaded the app, creating a tailored customer journey in Hubspot that encouraged continuous use beyond the festival season. these emails played a key role in re-engaging users and driving consistent interactions with the app.
Festival Activations
& Out-of-Home Advertising
The out-of-home (OOH) advertising efforts and festival activations were designed to build brand awareness in high-traffic locations and resonate with the festival-going crowd. Activations at Graspop Metal Meeting included a unique experience that garnered media attention and press coverage, reinforcing Bonsai’s connection to festival culture and innovation. The brand’s presence at festivals like Tomorrowland, Pukkelpop, and Rock Werchter further solidified its position in front of tens of thousands of festival-goers.
Key takeaway:
The “You Are Gold” campaign effectively introduced Bonsai to a young, festival-driven audience, blending on-the-ground activations with strategic digital marketing. By positioning the brand as a premium, user-friendly payment solution, we established Bonsai’s presence in a crowded market and engaged festival-goers in a meaningful, interactive way.
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