Opportunity

The Mint is mandated by Congress to sell coins and medals, but over the past decade, their customer base has shrunk by two-thirds, and they had only 5% unaided brand awareness. The U.S. Mint hired Yes& as its Agency of Record to make their products relevant to a new audience and find new numismatists—or coin collectors—to engage. They wanted a younger, more diverse audience for collectibles at a time when individualism and minimalism rule. We executed 10 campaigns in seven months for the Mint, one of which was focused on driving awareness and purchases for its four-year American Women Quarters program.

Insight

Our team traveled around the country to get to know collectors. We were struck by what they weren’t telling us: they rarely mentioned the coins themselves. Instead, they told us stories… Where they were when they found a coin. Who they discovered it with. Why its history matters.

The insight: Humans collect memories—not mementos.

Specifically for the American Women Quarters program, we all know the same founding figures of American history, and we’re ready for a rewrite. Our family-focused feminists will listen and learn if their interest is properly piqued. They want to help remember the stories our nation nearly forgot and inspire the younger generation with new idols and heroes.

Solution

This led us to a big idea that could work across the Mint brand: Connection through Collection. Near and far, past and present, collections connect us to the people and places that matter most. We positioned the U.S. Mint for homemade joy, a place to discover and forge new connections. For example, The American Women Quarters program shows us how history makes change… and that change can make history, too. These Millennial and Gen X adults strive to be role models for the young people in their families and know the importance of having someone that looks like you to look up to. They believe in equality with a sense of urgency, and they appreciate anything that reflects this country’s diversity. They’re drawn to shiny objects enough that they aren’t minimalists—they hold on to things for sentimental value and connections to loved ones, making them especially thoughtful gift-givers.

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Results

  • Identified and reached the new numismatists we were targeting

  • More than doubled new customer orders within the first six months as AOR

  • Achieved results at a 15% lower cost per order (CPO)

  • Increased pre-orders 5x, building a strong pipeline of new customers for future campaigns

  • Established a foundation for continued growth with the U.S. Mint

 

Brand Strategy