To make finance engaging and accessible, Assembly MENA created an exclusive content hub under the #TikTokCareerLab hashtag, designed to demystify personal finance with fun, straightforward advice. We partnered with TikTok to roll out four engaging content series featuring four mega creators, delivering a total of 16 episodes packed with practical tips on saving, investing, budgeting for payday, and starting a business. The campaign didn’t just inform—it inspired, transforming financial education into binge-worthy TikToks that resonated widely, reaching over 95 million viewers. This creative approach drove a 10.6% lift in brand trustworthiness and association, with Mashreq emerging as a top choice among viewers.