How Nickelodeon Gave the Intelligent Finance Market Character

Working with Born Licensing, Envestnet has partnered with Nickelodeon and Paramount to bring “SpongeBob SquarePants’” Mr. Krabs to an omnichannel digital advertising campaign.

Ben Roberts, Content Director

August 2, 2022

1 Min Read
Mr. Krabs as featured on the Envestnet platform.
Mr. Krabs as featured on the Envestnet platform.Envestnet

Using the day-to-day experience of Bikini Bottom small business owner, Mr. Krabs, Envestnet has launched a digital campaign that showcases financial advisors engaging with the chaotic scenarios that come with running the Krusty Krab restaurant. 

“Mr. Krabs encapsulates the financial challenges of modern clients. He is someone with complex finances who gets caught up in the day-to-day management of his money, and worries about planning for the future,” says Mary Ellen Dugan, chief marketing officer, Envestnet. “Our campaign uses a humorous character from pop culture to show advisors how the Envestnet ecosystem can intelligently connect all aspects of any client’s financial life—and provide a 360-degree view that helps them become the heroes who enable clients to make sense of it all.” 

Envestnet and Boston-based agency HeyLet’sGo collaborated with Nickelodeon, Paramount Consumer Products and Paramount’s licensing agent, Born Licensing, to help imagine the value of “SpongeBob SquarePants’” Mr. Krabs’ assets, net worth and business profitability, and place dollar amounts on what he has spent money on throughout the series. 

“This is a spectacular example of how popular fictional characters can help brands communicate with their customers, which stand out and capture their attention,” says David Born, director, Born Licensing. 

The three shorts – titled “Family Man,” “Doozy Day,” and “Nights Out” – join an in-platform experience on Envestnet that allows financial advisors to explore the client service tool through the case study of Mr. Eugene Krabs. 

Paramount is exhibiting at Brand Licensing Europe 2022. Find out more info here.

About the Author(s)

Ben Roberts

Content Director, License Global

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