Experian: Money Positive

Challenge

Extend the reach of Experian Boost – a free service that could instantly boost your credit score – by targeting young adults looking to take control of their finances.

Approach

We uncovered a key insight – that there is still a stigma associated with talking about money – and encouraged the nation to get ‘money positive’ (supporting open and honest conversations about their finances).

To deliver this rally cry, we engaged the reigning queen of Ru Paul’s Drag Race, The Vivienne, to draw upon her own personal challenges with money, and explain the importance of healthy credit score.

As well as profiling her story, and guidance, in high-profile national and lifestyle media, we tapped into a popular social trend by inviting her to capture a 10 minute ‘get ready with me’ tutorial with a difference – applying her drag make-up while candidly discussing her own mistakes – which was shared via IGTV and YouTube.

Impact

We secured over 40 pieces of coverage – including a five-minute interview on Channel 5 News and dedicated features in The I and Mail Online’s Femail. Organic social engagement reached over 175k people and The Vivienne’s content delivered an engagement rate of 9.46%. Experian confirmed it contributed to its sign-up target by increasing visibility and consideration among new consumer audiences.

40+ pieces of coverage | 12 national feature hits | 5-minute branded TV coverage | 9.46% social engagement rate | PRWeek Awards 2021 Shortlist

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