Discovery Learning: Realworld.co
This project repositions Realworld as a friendly, tech-driven guide that helps Gen Z and young Millennials handle the confusing, anxious transition into adulthood—from money and paperwork to everyday “life admin.” Instead of being just another productivity or finance app, Realworld becomes an emotional anchor that makes grown-up life feel more approachable, supported, and even a little fun.
Problem Framing
Young adults are highly connected and app-savvy, yet still feel overwhelmed by “adulting.” They juggle financial pressure, important deadlines, and confusing systems (taxes, insurance, credit cards) while wanting to stay independent and not rely on parents for every decision.
Despite this obvious need, Realworld currently struggles with three key issues:
- Low Recognition – Few app-store reviews and limited social media presence make the brand easy to overlook.
- Low Trust & Privacy Concerns – The app collects extensive personal data at signup, raising questions about transparency and data usage.
- Unclear Positioning – The website and key touchpoints do not clearly explain what Realworld does or how it differs from other tools.
These gaps create a mismatch between a strong product idea and how it is perceived, making it harder for Realworld to stand out as a modern, trusted companion for adult life.
Creative Concept – “Your Personal Babysitter”
Our core idea is to position Realworld as “Your Personal Babysitter” for adult life. Instead of a cold, transactional finance app, Realworld becomes a warm, human presence that shows up right before everything crashes—tax season, visa paperwork, job contracts, health insurance, and more.
The babysitter character is calm, funny, and non-judgmental, breaking big, scary tasks into small, achievable steps. Visually, the simple figure holding a heart reflects emotional safety and care, while the clean design keeps the brand modern and digital-native. Realworld promises: “Grown-up life, with your own babysitter.”
Creative Campaign
The campaign brings “Your Personal Babysitter” to life through short-form videos designed for TikTok, Instagram Reels, and YouTube Shorts. The film follows a simple arc: a young adult spirals into anxiety over a specific adulting moment, the Realworld babysitter appears and pauses the chaos, then calmly walks them through the app to solve the problem step by step.
The tone is light, empathetic, and slightly humorous—showing that it’s okay not to have everything figured out, as long as you have Realworld.
The campus activation visuals echo this story in the real world, with on-site experiences like an “Adulting Reality Room,” live Q&A sessions, and campus ambassadors inviting students to try the app on the spot.
Marketing Tactics
To translate the concept into measurable growth, the campaign focuses on four tactical pillars: Key Channels, Influencers, Campus Activations, and Community.
Key Channels
Focus on Gen Z’s favorite platforms—TikTok, Instagram Reels, YouTube Shorts, Reddit, and X—with native, story-driven content that feels like organic posts instead of traditional ads.Influencers
Collaborate with trusted finfluencers, career coaches, and Gen Z creators to produce native content integrating Realworld’s tools and features. Example formats include “How I set up my first credit card” or “3 things I wish I knew before tax season,” with Realworld as the practical helper in each story.Campus Activations
Run on-campus pop-ups like the Adulting Room, partner with professors and career centers to introduce Realworld in classrooms, and recruit campus ambassadors to lead peer-based promotion and referrals.Community
Host workshops and Q&A sessions on key topics such as salary negotiation, budgeting, and credit building. By responding to real questions and feedback, Realworld becomes a long-term support system rather than a one-time download.