Financial services PR — Engaging younger audiences by bringing first direct’s brand to life
Client
Sectors
- Corporate & Financial
We partnered with first direct bank to deliver insight-led, creative campaigns and financial services PR that reinforced the brand’s challenger credentials, appealed to younger audiences, and supported its mission to improve financial wellbeing across the UK.
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
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.
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.
