LifeSkills

Background

Confidence in banks had hit an all-time low and Barclays needed to do something about its brand image. To bring meaning to the brand purpose, 'Helping people realise their ambitions', they created LifeSkills, an open-to-all programme designed to help young people acquire the skills they needed to find a job and do well for themselves.

With youth unemployment at a 20-year high, Maxus wanted to speak to those teenagers who needed help most - disenfranchised youth who avoid mainstream communi- cation.

Idea

Eight vloggers were recruited, who displayed the qualities LifeSkills taught – self-confidence, business acumen, goal-setting and networking. They each made videos which were aired on YouTube and promoted via Global's radio, online and social channels. The vloggers got their followers to post selfies to Instagram about a LifeSkill they wanted help developing. Then Barclays contacted them all, offering advice, course enrolment and, for some, work experience with their favourite vlogger.

They then appeared in the vlogger's next video, demonstrating the LifeSkills they had learned.

Results

2 million teens watched the videos, 3,000 posted a selfie and over 1,500 opted in for more information about Barclays LifeSkills.

The target of 25,000 signs-ups was exceeded by 10%.

Our Thoughts

Young people don't watch adverts, they just don't. So to talk to them you have to find real people who will talk for you about real issues. Like this. It's not showy advertising but it's a masterfully orchestrated campaign that uses the Hero/ Hub/Hygiene structure superbly.

A load of videos on the YouTube channel (hub) inspiring several online ads (hero content) to take more people back to the hub to watch vloggers such as Oli White, Emma Blackery, doddleoddle and BriBry.

Maybe not worthy enough for Cannes. But a great strategy, great authenticity and the beginnings of a shift in attitude to Barclays. It would have got my vote.