A property TV series on Channel 4 adjusts perspectives in Skipton

A property TV series on Channel 4 adjusts perspectives in Skipton

Skipton Building Society sought EssenceMediacom's assistance to amplify its brand presence amidst stiff competition within the financial sector. Their innovative solution, Make Your Move, was a branded content series aimed at authentically connecting with potential customers through genuine financial journeys.

In 2024, Skipton started its Founded on Fairness rebrand campaign, which necessitated a fresh media strategy that mirrored the new brand direction and delivered tangible results. Ben Malam, business director at EssenceMediacom, expressed that the goal was twofold: to enhance brand consideration and expand its audience beyond its traditionally older demographic.

When Skipton completed the agency's Creative Futures brief, they rated their bravery level a 9 out of 10—paving the way for an impactful campaign. Malam recalled the conversation, "Nine's punchy – there's going to be work in this. Are you sure you're up for it?" To which the team at Skipton confidently responded, "100%."

An insightful observation surfaced during their research: people were more comfortable discussing their personal lives, including their sex lives, than their finances. This realization informed the entire campaign, aiming to foster open discussions about money while remaining true to Skipton's authentic, honest brand image.

Channel 4 was the ideal partner for this venture, boasting an edgy reputation paired with authoritative voices. Alignment between the channel's older median viewer demographic (51) and Skipton's downsizer audience made it an attractive choice.

The content series followed real people in real-life scenarios, such as downsizing or first-home purchases, over the course of 24 hours, in prospective properties. The most engaging moments occurred during honest conversations about finances, followed by personalized guidance from experienced Skipton Building Society advisors. To ensure maximum reach, articles in the Daily Mail and Metro promoted the series while offering practical financial tips and advice on how Skipton could support readers.

Charlotte Beech, head of creative futures from EssenceMediacom, emphasized that creating a bespoke campaign was essential to achieving authenticity and consistency in voice. This bespoke approach resulted in numerous spin-offs across various channels, turning the campaign into a cross-channel movement. The involvement of multiple partners, including the production house, Channel 4, Mail Metro Media, the client, and host Tayo Oguntonade, ensured a collaborative and seamless process.

Each touchpoint in the campaign played a critical role, with the Channel 4 series serving as the centerpiece, engaging and entertaining content from This is Money and Mail Metro Media, and educational social edits and Skipton's own website content. Furthermore, the campaign extended beyond digital platforms, incorporating in-branch displays and newly built site sections.

Malam highlighted the power of deep collaboration in the campaign's success: "This campaign really showed the power of deep collaboration. Everyone had a voice, and there were no side email chains. Everyone was in the trenches together."

The campaign significantly increased Skipton's share of competitors' traffic in the mortgage space by 4%, while also shifting the perception that Skipton offers good value by 24%. The three episodes garnered over a million views on Channel 4's YouTube alone.

Branded content campaigns, like Make Your Move, are increasingly gaining traction for their ability to seamlessly integrate brands into appropriate content, thus mitigating typical audience hostility towards advertising. An ITV study last month underlined this effectiveness with a 14-point boost in trust for branded content campaigns and a 9-point increase in audience consideration compared to regular TV advertising[3].

Now, Skipton is focusing on fortifying the Founded on Fairness rebrand and promoting the free advice it offers. With the success of Make Your Move still resonating, EssenceMediacom embarks on a new phase for Skipton, aiming to further deepen its brand positioning in the market.

1. The Founded on Fairness rebrand campaign of Skipton Building Society required a fresh media strategy, with the goal of enhancing brand consideration and expanding the audience beyond the traditionally older demographic.
2. Channel 4, with its edgy reputation and older median viewer demographic, was an attractive partner for Skipton's campaign, as it aligned well with their downsizer audience.
3. The content series of the Make Your Move campaign followed real people in real-life scenarios, engaging audiences with honest conversations about finances and providing personalized guidance from Skipton Building Society advisors.
4. Branded content campaigns, like Make Your Move, are gaining traction for their ability to seamlessly integrate brands into appropriate content, reducing typical audience hostility towards advertising.

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