We’ve all been there staring at the ceiling at 3 AM, pondering life’s deepest financial questions. Like what the heck is an annuity? Bank wizardry? Something completely made up? Honestly, who knows.
At MassMutual we call this phenomenon “financial related sleep loss,” and while we all have our own ways to cope, some may be more embarrassing than others.
Introducing Mr. Knightly (@sleeplesspapa51)—a fictitious sleep-deprived father who goes on a late-night posting spree on social media while he’s up worried about finances.
THE LAUNCH OF @SLEEPLESSPAPA51
We knew this 'Hangover' style ending would leave people wanting more. So we made our dad his own TikTok and Instagram accounts where we posted his late night shenanigans. These platforms raised awareness around the idea of losing sleep due to finances in an engaging yet organic way. We boosted these posts for added reach.
To date, the TikTok account has accumulated 14.2K followers and over 229K likes.
