MASTER YOUR MONEY • LAYBUY

Research by Laybuy found that women under 40 are in the midst of a financial crisis and find it difficult to talk about money, so we helped launch the ‘Master Your Money’ campaign, to empower women to get talking and take control of their finances with regular ‘health’ checks in partnership with TV presenter, Laura Whitmore and consumer finance expert, Ellie Austin-Williams.

We developed the creative for and produced x1 full day photoshoot to capture a bank of impactful campaign imagery featuring Laura and Ellie - for use across the campaign microsite, eCRM, owned social channels, talent social channels and earned media outreach.

We worked closely with Ellie to create a digital financial health check tool and ‘how to’ guides, advising on the layout and user journey through the quiz on the microsite.

We also drafted and briefed in a social media content plan to implement across Ellie and Laura’s social channels to announce the launch of ‘Master Your Money’ and land key campaign messaging across social.

Results:

• 600K social media reach and 3% average engagement rate

• 62 pieces of print, online and broadcast coverage

• Activity grew positive sentiment towards Laybuy by 0.5% and positive sentiment toward the category by 6.9%