Retirement is too far away and, well, boring for people to think about. So what if we got people thinking about the things they do care about? The non-boring stuff that already dominates their social feeds—vacations, dinners with friends, concerts, pizza and mini-horses. And what if we told them something as little as saving 1% more of our annual incomes could get us a lot more of that stuff in retirement? (Yes, more mini-horses.)

Introducing #1PercentMore—a series of artful, first-of-their-kind financial GIFs that translate saving 1% more into surprising quantities of the things people love most today and will still love in retirement. All inspiring Americans to save a little more now for the things they’ll love forever.

#1PercentMore made the far-off idea of retirement relevant, captivating and fun in a space that demands all those things. When these lively GIFs started popping up in social, asking people what they’d save 1% more for, they elicited quite the response. We even anticipated people’s answers, so we could respond with custom GIFs in real time.

The GIFs were supported by an animated film demonstrating the power of compound interest to show how we transformed saving 1% more into lots more of other things people love.

The campaign ran from September to December of 2016, launched strategically around the holidays, when people were doing the things they love with the people they love.

#1PercentMore appeared primarily in Prudential’s owned social channels—Facebook, Twitter, Instagram, LinkedIn, Pinterest and YouTube. We also used them as contextual placements on Refinery29 and in out-of-home in Prudential Center and United Airlines lounges, as well as in-flight entertainment.

So far, the campaign has garnered 653,160 likes and 27,733,780 impressions, with five times the average organic engagement on Facebook. #1PercentMore turned an issue you’d never see trending into the most fun—and possibly weirdest—retirement conversation ever had on social media. Or anywhere, for that matter.