During a cost of living crisis, which was disproportionately affecting young people, our challenge was to reach 700k 16 – 25 year olds (10% of the young adult population) outlining the need for them to take control of their financial health and providing them with the tools to do so.
Based on the insight that young people prioritise their physical fitness over their financial health, we paired cult hero, ex-Wycombe Wanderers professional footballer, Adebayo Akinfewa (Bayo) with ‘Young Money’ expert Iona Bain, to participate in a physical and financial fitness trade off.
They both participated in a series of high-profile interviews (supported by consumer research findings) profiling their own struggles and advice, while Bayo also took to Instagram and TikTok to engage young people on the topic through his social platforms.
Through a combination of earned media and organic and paid social, the campaign reached over 1m 16–25 year olds in the UK – exceeding the target set of 700k by 42%.
123 pieces of coverage were secured, inc. eight national and broadcast hits. The piece on BBC Monning Live saw click-throughs to the Experian app increase by 800%.