In partnership with EssenceMediacom, Skipton’s latest campaign will build on the Founded on Fairness rebrand.
Last year, the Society launched its Make Your Move campaign, centred around exploring authentic journeys and tapping into the emotional side of milestones, like the effects of downsizing.
“We quickly realised that we wouldn’t be able to just buy a bunch of advertising off the shelf to do this job.
“If we wanted to focus on authenticity, being genuine, and conveying the right voice for the brand, we’d need to create something bespoke,” said Charlotte Beech, head of creative at EssenceMediacom.
To help address the often-taboo subject of money, the partnership produced a media strategy that reflected the rebrand’s values and was easily measurable.
The campaign started as a Channel 4 streaming series but quickly expanded across TV, Mail Metro Media, and Skipton’s own channels, evolving into a broader initiative.
Skipton deems the campaign’s success as evidence for the effectiveness of branded content, with all three episodes having been watched over a million times on Channel 4’s YouTube.
Ben Malam, business director at EssenceMediacom, explained that the brand’s focus was on deepening brand consideration while retaining its traditional audience.
“Channel 4, as a media brand, is known for having that edge in terms of how they work, but that also comes with authoritative voices, and they do that really well,
“We’ve just launched their new brand campaign, so our focus now is to let that bed in for a couple of months,” said Malam.