At Next Chapter Agency, we believe influencer marketing goes far beyond selling products – it has the power to spark conversations, shift perceptions, and create cultural relevance. With ADP, we brought this vision to life by focusing on an important, but often overlooked, moment: the first payslip.
Education-first, community-driven.
Together with Sterk Werk, we developed the campaign “Nieuw Jaar, Nieuwe Loonstrook”. Instead of the usual New Year’s resolutions about health or fitness, influencers highlighted financial health – explaining why it’s crucial to understand your payslip and how small changes can impact your salary and spending.
We carefully selected finance and lifestyle creators with strong Gen Z followings, ensuring the message felt authentic. By sharing their own financial resolutions and tips, they inspired young audiences to take ownership of their financial wellbeing in 2025.
The campaign generated more than double the target KPI, with an exceptionally low CPM. More importantly, it proved that influencer marketing can create social relevance – helping young people better understand and manage their finances.
