More than a student lender
Go Smarter was created to build awareness of Sallie as more than a student lender. The campaign showed how Sallie serves as a trusted guide, helping students and families make confident college decisions. It focused on high school and undergraduate students, parents, and graduate students, connecting each audience with practical guidance, scholarships, planning tools, and financing.
Meet the Scholar of Smarts
At the center was Adisa, our “Scholar of Smarts.” With humor, curiosity, and a relatable perspective, he explored the real questions people have about choosing a major, finding scholarships, paying for school, and planning what comes next. His approachable style made complex topics feel easier to understand.
Bringing Go Smarter to Life
The campaign included longer-form videos supported by 30-, 15-, and 9-second versions across streaming, digital video, and paid social. Creator-led interviews, “Office Hours” episodes, cutdowns, and memes extended the idea across TikTok and Instagram, creating a flexible campaign that helped every audience Go Smarter.
