Who: KOHO and Refinery29.
What: A Canadian adaptation of Refinery29’s popular Money Diaries editorial series—detailed first-person recaps by women about their daily spending habits.
When & Where: The new sponsorship kicks off July 30 with a homepage takeover. KOHO and Money Diaries will also be integrated into Refinery29’s “29Rooms” festival, which is stopping in Toronto from Sept. 29 to Oct. 6.
Why: One of KOHO’s key brand pillars is helping its users regain control of their finances by making banking more simple and transparent. Similarly, Money Diaries is positioned as helping young women take control of their finances through the sharing of personal experiences—good and bad—while making financial decisions.
“Money Diaries has a proven track record of success in the U.S. and provides a great platform for women to discuss their finances openly and honestly,” said Carley Fortune, executive editor of Refinery29 Canada, in a release. “KOHO is the perfect partner for Money Diaries, as we share a like-minded goal to help all Canadians understand and restore financial balance in an open and intuitive way.”
How: Banner ads, content integration, paid social, newsletter inclusion and custom content pieces that focus on how money can be saved using KOHO. Content will include tips and advice from KOHO, driving readers to download the app.
How popular is Money Diaries? The U.S. version is the second most searched content on Refinery29.com, with seven million visitors in 2018. It’s popularity led to a book and a podcast series.
Quote: “By partnering with Refinery29, KOHO has the opportunity to reach a larger audience of millennial women, who are inspired to reach their financial goals. Refinery29’s credibility and connectivity with millennials makes this an ideal partnership as we look to provide more transparency and financial ease through technology.” —Daniel Eberhard, CEO, KOHO.