Client: caba
An integrated PR campaign that resulted in meaningful audience engagement
Top 25%
of podcasts in launch week
+459%
increase in website traffic
100%
brand mentions in earned media coverage
The caba ‘Cash Conversation’ campaign - creating an original podcast series on personal finance support - used integrated communication strategies across the PESO channels to over-achieve on the objective - growing awareness amongst a niche audience of young accountants, who, unlike their older colleagues, are most affected by poor personal financial health.
The brief
Accountants are experts at managing finances for the rest of us, but it can be a different story when it comes to looking after their own money.
Particularly young accountants. In a recent study by caba of ICAEW members, almost half (49%) of under 30-year-olds said that financial security is a regular point of worry for them.
The good thing is that caba offer guidance to accountants - on mental wellbeing and practical skills - from the start of a career, through to retirement.
The challenge? Well, there’s a perception issue. Many young accountants see caba as a charity for older people and so seek help from other sources, on other channels.
Our brief was to change that.
Over 4 weeks, Bottle directed, edited and produced episodes like:
‘How to save money like a pro’ with Paul Guess (caba mental wellbeing expert) and Iona Bain (former financial analyst)
‘What you need to know about debt support’ with Paul Day (caba debt help expert) and Timothy Paul (chartered accountant and finfluencer)
‘How to budget better with Lee Melling’ (caba financial wellbeing expert) and Devamsha Gunput (chartered accountant turned finfluencer)
‘Psychology of money’ with Cristian Holmes (caba CEO) and Stefan Walters (emotional therapist)
and planned the comms reach, with a focus on integration across the PESO channels aligned to the campaign’s ‘Fame’ objectives.
Planning for success
To encourage more young accountants to see caba as a relevant source of support, we researched the channels and content formats where they they were searching for advice and guidance on managing their money.
It’s well known that social platforms dominate as a source of news for digital native audiences.
And it’s to social platforms – more than Money Saving Expert – they go looking for financial tips.
Tracing the sources of the trending hashtags, across YouTube, Instagram and TikTok, we found a new generation of Martin Lewis-style ‘finfluencers’.
Rather than plunge straight in to TikTok content creation, we chose podcasts as a format that caba could comfortably take the stage with their own experts, together with a host who added credibility.
From our shortlist we secured Gabriel Nussbaum - aka ‘That Money Guy’ – someone with industry experience, and a strong followership across all the main social platforms.
Making the caba Cash Conversation
Our podcast series would be six episodes, all hosted by ‘That Money Guy’ - and the theme for each episode was taken from Bottle research and social listening.
We matched the theme to an in-house caba expert who could lead on the advice, and an industry guest who could talk to real time experience.
Results & impact
The caba Cash Conversation was a KPI-busting campaign, using the full span of PESO channel tactics to over-achieve the objectives - growing awareness in a niche audience of young accountants, and their engagement and site traffic demonstrating a shifting of their perception of caba’s relevance to them.
The episodes were hosted on Apple, Amazon, Google Podcasts, Spotify, to maximise reach. The publicity in other channels drove these outcomes:
Earned media:
14 pieces of coverage in ‘golden target’ titles
26.2K estimated coverage views
100% of coverage with campaign key messages
89 brand mentions
Shared Social media:
16.7K organic impressions (FB, IG, LI, X)
10.5K additional reach (from ‘That Money Guy’)
258 TikTok engagements
Paid Social media:
191.8K total impressions
175K paid impressions (LI, TT)
2.7k total engagements (FB, IG, LI, X)
Ultimately, the campaign’s successful impact - in reaching, engaging, and in changing perceptions for the younger accountant audience can be seen in the huge uptick in enquiries and requests for advice and support coming to caba. From the fame-making visibility of the caba Cash Conversation podcasts - downloaded nearly 600 times in a three month period - caba saw:
· 459% increase in online traffic to caba’s financial pages in campaign period
· 82% increase in cases related to financial assistance in campaign period
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