Engaging younger audiences by bringing first direct’s brand to life
Client
Services
- Integrated Marketing Strategy
- PR
- Social Media
- Content Creation
Sectors
- Corporate & Financial
We partnered with first direct bank to deliver insight-led, creative campaigns that reinforced the brand’s challenger credentials, appealed to younger audiences, and supported its mission to improve financial wellbeing across the UK.
With an in depth understanding of first direct’s values and tone of voice, we consistently delivered multi-channel campaigns across PR, social and digital platforms that brought the brand to life in new and engaging ways.
Highlights included The Social Study, which explored how 25 to 34-year-olds behave online, generating a new set of social media personality types and widespread national media interest; Boomerang Britain, a photographic and PR campaign exploring family dynamics as young adults return home; and Money Types, a psychology-led campaign that helped people better understand their relationship with money through quizzes, influencer content and podcasts.
Results
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0 - successful campaigns delivered across eight years
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0 - increase in customers aged 18 to 35 over four years
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0 - pieces of media coverage for The Social Study, reaching 12.5m people
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0 - media reach for Boomerang Britain campaign
Key Insight:
Recognising that everyone’s relationship with personal finance is different and constantly evolving, each campaign identified an emotional connection that resonated with our audiences, helping them build a better understanding of, and relationship with, their finances.
