The Company: Folk

The Problem: Having been in existence for over 150 years, Principality Building Society were struggling to attract a younger audience. We devised a social strategy to target people in Wales under the age of 35, with the aim of increasing brand awareness and gaining share of voice in the financial sector amongst young people.

The Solution: Under 35’s have faced challenging financial circumstances over the last few years, so it was essential that our content acknowledged their struggles and reassured them of their future, positioning Principality Building Society as a brand who cares. We developed a strategy based on 3 essential pillars - aspiration, education, and information - and produced a mix of content including tips and tricks, hacks, vox pops, reactive memes, and ‘ask the expert’ interview pieces.

My Role: Creative Designer