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Campaign Trail: Intuit’s Mint defies money taboos to celebrate small wins

A prime challenge in reaching financial goals is staying motivated over the years, especially following a rocky year when many people’s circumstances were murkier than ever.

Mint, the personal finance app owned by Intuit, last week wrapped up its first brand campaign, designed to pep up consumers as they navigate their savings journeys and remind them that even the smallest steps toward a better future are worth celebrating. “Any Day Can Be Your Big Day” kicked off on Jan. 25 and grew Mint’s TikTok following from 0 to more than 11,000, snagging nearly 33 million impressions over six weeks.

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