Agesa’s Financial Therapy alleviates stress of tough economy in Türkiye

Faced with some of the toughest economic conditions imaginable, marked by 50%+ inflation rates, soaring prices and record interest rates reflecting the government’s monetary tightening campaign, consumers are rightly concerned about how best to navigate their way through this cycle, anxious about their current but also their future finances.

Buying power has decreased, but at the same time, interest in the full range of financing options has never been greater. There is a plethora of information out there coming from all financial institutions. And palpable growing interest in the stock market, funds, investment opportunities, pensions etc in parallel with a thirst for improvements in financial literacy.

Financial literacy is about understanding enough to confidently make well-informed choices on financial matters. Agesa in Türkiye saw an opportunity to step outside of the conventional communications channels to reach a wider audience providing information in an informative and engaging way using social media.

Take a seat and welcome to Financial Therapy. With an existing strong presence on YouTube, this channel was a logical starting point. The challenge was how to bring complex finance topics directly to consumers in a simple, friendly, and compassionate way: a channel of hope for consumers. Using home grown talent rather than professional actors, a series of AI assisted content videos went into production featuring Agesa ambassadors in an informal yet authoritative way.

This campaign was supported by text and video content appearing on Agesa’s website as a blog. And as videos were shared on YouTube each week, condensed versions were distributed on Instagram, supplemented by advertisements on YouTube and Meta. Topics range from personal finance content focused on budgeting and financial planning to loans and savings; technical deep investment discussions around funds, stocks, pensions etc; and lifestyle commentary since there is often a psychological cross over point between finance and for instance wellbeing.

Sixty videos later with more than 5.3 million views and close to 4,000 visitors to the Financial Therapy website pages, subscribers and followers across all channels have grown bringing Agesa more into the lives of consumers in Türkiye at a critical time where advice and knowledge have never been more important.

You are reading an article that is part of our Annual Report 2024.