Plum
Positive Change is Serious Business.
We helped make Plum part of the national conversation with 78% of coverage appearing beyond PF pages.
The details.
Plum
“Improv” your finances
The brief
Prompt urban Millennials to reconnect with their finances by giving them a compelling reason to take action.
How we made positive changeWe knew our target audience had financial means, but had been marred by a unique set of economic circumstances – from Covid to student debt. With studies showing humour can be used to tackle taboo topics by making them seem less threatening, we challenged Mark Simmons, one of the UK’s most talented comedians, to create an entire comedy set with the aim of making people see the funny in money. As well as our “Improv” Your Finances jokebook we took to the streets to do guerilla gigs to unexpected members of the public.
What we delivered- Communications strategy
- Content
- Events
- Idea generation
- Media relations
- Message development
- PR
- Social media
Impact in numbers.
78%
of coverage was outside of the PF pages
4
pieces featured on the homepage of national news outlets
Helping
to reach new audiences, 92% of video views were from non-followers
+132%
higher than average dwell time on campaign landing page vs. rest of Plum’s website
40+
pieces of coverage
