Campaigns: Financial - Young not left heartbroken over money

Campaign: Heart Broke?
Client: Barclays
PR team: TheSite.org in-house team (run by charity YouthNet)
Timescale: February 2012
Budget: £17,000

TheSite.org and Barclays asked young people to test their financial skills through an online competition where they could win a Valentine's experience.

Objectives

- To raise awareness among 20- to 25-year-olds about money advice available on TheSite.org and BarclaysMoneySkills.com

- To build the knowledge and confidence of new and existing users of TheSite.org

- To encourage young people to consider issues relating to money and raise awareness of support available to them.

Strategy and plan

The team promoted a competition across Facebook and Twitter, asking entrants to submit ideas for celebrating Valentine's Day on a budget. A quiz tested their financial skills, while relevant advice and information on TheSite.org was highlighted.

Measurement and evaluation

The campaign generated 90 pieces of coverage, including on Kerrang, Heart FM and Gold London radio.

Results

Traffic to the money section of TheSite.org increased by 32 per cent. Of those who had entered the competition, 78 per cent said they had learned something new about financial issues. The site's Facebook followers increased by 1,000 and it gained 500 extra Twitter followers.

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