Nationale-Nederlanden x FxF Media
The Brief
Nationale-Nederlanden wanted to reach ambitious young women early in their wealth-building journey, before the pension gap becomes something they discover too late.
The challenge is that pensions don’t feel urgent at 25 or 30. Most financial brands talk about long-term wealth in a way that feels distant, technical or easy to put off. For the next generation of women in finance, the message has to fit the life they’re already living.
NN didn’t need another ad. They needed a way to become part of women’s lifestyle and growth, and to make long-term thinking feel personal.
So we built something women would actually show up for.
The Campaign
We launched The FxF Run Club, powered by NN: a 4-month program where the next generation of women in finance trained together for the Dam tot Dam run while building both physical and financial strength.
The idea was simple: the consistency that gets you through 16 km is the same consistency that builds long-term wealth.
The program started on 15 April with a launch campaign across Instagram, the FxF LinkedIn and the founder’s LinkedIn. It then ran as four progressive monthly training runs from May to August, building from 5 km to 14 km. Every level was welcome, with three pace groups so everyone could join.
Each session combined:
A guided run
Post-run networking over coffee and matcha
A 10-minute talk on a financial topic
The four talks followed one arc that tied training to wealth: consistency is key, an early start means earlier results, don’t wait until you feel ready, and you’re ready for the race.
The program ended in September at the Dam tot Dam run, with branded merch and goodie bags marking the first and last runs.
FxF Media ran the full concept: positioning, campaign creative, community activation, event operations and merch. The content included founder-led LinkedIn storytelling, professional photography, a campaign video and an aftermovie.
The Result? The first run sold out. 230+ women signed up for the Run Club, and 40 of them crossed the Dam tot Dam finish line together.
The Impact
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Hear from her:
Loved this collab! Because whether it's running or building wealth, starting is never the issue. It's sticking with it when life gets in the way. And that is exactly what this kind of setup quietly solves.
Claire van Woudenbergh
Marketing Manager, Nationale Nederlanden
