Finance brand (anon.)
Creatives featuring the Mumsnet Rated badge achieved a higher CTR
Brief in brief
To educate women on a specific financial product and drive consideration for the brand amongst our community.
Opportunity
Women turn to Mumsnet for financial guidance, especially during the cost of living crisis. At Mumsnet, we understand the unique challenges faced by families and offer a supportive, informed space where women can find the financial advice they need to navigate these uncertain times.
Partnership overview
Our campaign engaged our community by providing tailored, educational, and helpful financial guidance on topics most relevant to mums.
Partnership elements
Editorial: Multiple pages of guidance aimed to help mums with specific financial pressures most relevant to them.
Influencer activity: Influencers shared their experiences with the service and discussed the broader issue of teaching financial literacy to children.
Email: Two sponsored daily newsletter emails to build brand awareness among our highly engaged subscribers.
Targeted display: Using our DMP Vantage, we created and targeted specific audiences interested in parenting, investments and the cost of living at their most receptive moments.
Results
Positive brand sentiment:
Consideration:
Brand perception (agree):
Positive brand sentiment: Those exposed were 37% (10pp) more likely to feel positively about the financial brand. In addition to a 54% (4pp) reduction in those who said that they felt negatively.
Consideration: The audience’s level of consideration was already high before the campaign (31%). Those exposed to the campaign were 1.2x more likely to consider using the financial brand.
Brand perception (agree): Those exposed gained increased depth in their understanding and knowledge of the product.
