Make a personal finance app relevant to Gen Z audiences who want to enjoy their youth but feel anxious about future financial security.
Back to My Projects
Intop Proposals
Top 20 Peaking Point 2025
A competitive social marketing proposal developed for Topi in Peaking Point 2025.
Socialresult signalCompetition proposalwork typeSocial marketingmain skill
Gen Z does not want to choose between spending for joy and saving for safety. They need a smart financial “spare tire” that lets them enjoy now while feeling secure later.
- Defined “Balanced Spenders” as the primary segment: Gen Z users torn between YOLO spending and long-term planning.
- Positioned TOPI as “Lop du phong tai chinh” - a financial spare tire that supports smart spending and saving.
- Built a three-phase roadmap using social discussion, emoji/mascot activation, TikTok filter, playable ads, and community mechanics.
Fintech market forecast in the deck grows from USD 17B in 2024 to USD 63B in 2033.
47% of Gen Z report increased spending on experiential activities.
57% of Gen Z in APAC reduce spending and cut non-essential expenses.
48% of Gen Z feel financially insecure because of low financial literacy.
Only 24% can answer 4 out of 5 finance basics; 52% do not have a financial plan beyond 12 months.
Campaign objective targets 10M reach, 500K mentions, 4M total engagement, and 400K new active users.
Reached Top 20 among 1,022+ contestants. Signals competitive ability in proposal thinking and marketing storytelling.