LPL Financial’s “What If You Could” Campaign Breaks Ground

LPL Financial just launched its biggest national marketing effort ever with the campaign “What If You Could,” starring Anna Kendrick. And let’s move on, this is a major shift for a company that’s been mostly behind the scenes since 1989. Now, they’re talking directly to consumers—trying to make financial advice look more relatable and less intimidating. You see, Kendrick walking through a town square, pulling a lawn, asking questions like, “What if you could get financial advice more easily?” It’s simple but clever. And I like it!

Scaling Up the Campaign

On the other hand, what’s really interesting here is the scale. This isn’t a quick TV spot or a social media stunt. It’s a full-blown multi-channel campaign—TV, digital, print, social media—aimed at broadening their brand awareness. With this, we realize that they are on the right track, and I tell you this because I’ve seen this kind of campaign a thousand times: brands trying to go mainstream with a celebrity face and aspirational messaging. But… do they work? Well, that’s the question, isn’t it?

Strategic Goals and Audience Reach

By the way, they also say that this is part of a strategic move to reach new audiences—people who might benefit from personalized financial advice but don’t know where to start. And let’s be honest, LPL is the largest independent broker-dealer in the US, managing $1.8 trillion and with 29,000 advisors. So, they’re not exactly small potatoes. This campaign is a way to remind consumers that financial advice isn’t just for the wealthy or the super-savvy. It’s for everyone.

I tend to look at these campaigns with a critical eye. Sure, the visuals are eye-catching, and Kendrick is a relatable face, but the real question is: will it convert? Will it bring new clients or just generate buzz? I think we should wait a few months and see what the actual results are. Because, honestly, sometimes brands do super flashy campaigns that look good at first glance, but the profitability is another story.

Breaking Out of the Traditional Mold

In a way, I think this campaign shows they’re trying to break out of their traditional mold. And that’s good. It’s about time a financial firm makes itself more approachable. Still, I believe that combining this kind of branding with solid offline efforts—like physical advertising or community outreach—will be what truly makes a difference. Online ads are important, yes, but people downplay the importance of physical presence. I think the mix is what really hits home.

Looking Ahead

So, what’s next? Well, we’ll need to keep an eye on the metrics. Did they really manage to increase their brand awareness? Did it translate into new clients? I’m happy to share this news with you so you can take away something useful for your business or your studies. Because, at the end of the day, a campaign is only as good as the results it generates.

What do you think? Are brands finally starting to understand that people want genuine, relatable messaging? Or is this just a shiny new toy? Comment! We read you. And don’t forget to check out other articles here—there’s always something interesting to learn about marketing’s latest moves.

Juliana Moreau

Marketing Strategist & Brand Consultant. Juliana is recognized for her ability to decipher complex marketing strategies and predict emerging trends, making her analysis indispensable for industry professionals. Her writing cuts to the chase, offering clear, actionable analysis that challenges conventional wisdom and reveals what really drives consumer behavior.