Following the success of its debut TV campaign, financial mutual Shepherd’s Friendly has launched the second phase of its first major brand push, adding national billboards, a radio spot and an extended TV advert.
The campaign is centred on the theme of ‘milestone moments’ and aims to connect with audiences on an emotional level. It features scenes such as buying a first home, preparing for a first child, picking up the keys to a new car, and embarking on a once-in-a-lifetime trip.
The concept builds on the message from the Manchester-based firm’s first TV advert in January.
In addition to Sky AdSmart TV and YouTube ads, the first phase of the campaign featured digital activity on platforms such as Meta, as well as programmatic advertising across other third-party websites.
The result was a 17% increase in brand awareness in the South-East region, where the TV campaign was targeted, as well as a 362% uplift in web traffic, according to Shepherd’s Friendly.
The new campaign builds on the success of its predecessor with the launch of a radio advert airing on LBC, Heart 70s, Heart 80s, Heart Digital, and Smooth Digital, alongside streaming on digital music platforms.
Billboards are also being erected in key cities including Greater Manchester, Leeds, Liverpool, Birmingham, Sheffield and Cardiff.
Zac Chetwynd, senior head of marketing at Shepherds Friendly, said: “We were encouraged by how well our theme resonated with audiences when we launched our TV ad earlier this year, and we expect this next phase to be just as well received.
“This is the second phase of a campaign aimed at building on our ethos of always putting members first, and showing how we’re committed to helping members celebrate the milestone moments that our investment and insurance plans are designed to support.”