The Power of the First €10

How tiny financial decisions, cleaner design, and honest data use compound into real long-term growth.

Author

Javier García
November 26, 2025 • Estimated Reading Time: 5 minutes

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Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Santander – “The First €10” (2025 Financial Literacy Campaign)

Santander’s “The First €10” focuses on the power of small financial beginnings. The ad follows different people at the exact moment they make a responsible financial decision for the first time: a teenager opening her first savings account, a young couple setting aside €10 after grocery shopping, a freelancer automating a tiny monthly transfer. The tone is intimate, quiet and sincere. The final line appears: “Big futures start small.”

Key marketing lessons

• Reframe finance as approachable: By anchoring the message in €10, Santander removes intimidation and makes financial habits feel universally accessible.
• Celebrate behavioural milestones: The campaign spotlights actions, not products—aligning the bank with personal progress rather than sales.
• Emotional storytelling in a rational category: Money ads often lean rational. This one goes human, which makes it stand out immediately.
• Smallness as strategy: Big visions are easier to believe when the starting point feels realistic. A €10 narrative resonates across ages and income levels.
• Purpose-driven without preaching: Instead of moralising about saving, the film simply shows relatable life moments where a small choice matters.

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Weekly Tip

Avoid Visual Clutter

Visual overload weakens even the strongest message. Simplicity sharpens attention.

• Limit your layout to a few key elements
• Use space to separate ideas cleanly
• Remove shapes, icons or colours that don’t add meaning

A clean design makes your message clearer and more memorable.

Weekly Challenge

Mini Case Study

This week, turn one small success into a teaching moment:

• Choose a recent win—yours or a follower’s
• Create a short post explaining the situation, the action taken, and the outcome
• Keep it simple, factual, and focused on the takeaway
• Track engagement to see if real examples resonate more with your audience

Case studies build credibility and show your advice works in practice.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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