Digital PR Agency

Unity Mutual: personal finance

objectives

Covid-19 impacted the way that we, as a nation talk about finances, however this can present new opportunities for brands to discuss when looking at personal finance PR.

As the first wave of Child Trust Funds, introduced by the Labour government back in 2002, matured in their eighteenth year this September, teens up and down the country started to get their hands on their windfalls for the very first time.

One of the leading Child Trust Fund providers, Unity Mutual, wanted to secure national press coverage to grow brand awareness among consumers, and position themselves as a trusted authority on savings for children.

As some teens were potentially sitting on thousands of pounds, Smoking Gun worked with Unity Mutual and its governing trade body, the Association of Financial Mutuals (AFM), to find out what so-called ‘Generation Sensible’ had in mind for their money

strategy & plan

To uncover our news hooks, we surveyed 2,000 UK teens and their parents to find out how they planned to spend the cash. Our research found that:

The majority of teens actually wanted to reinvest rather than splash the cash

39% of teens had changed how they planned to spend their Child Trust Fund as a result of COVID-19

60% of teens felt nervous about having responsibility for the cash

Only 3% of teens had earmarked the fund for university fees

To ensure our client’s personal finance PR story made the headlines, Smoking Gun also:

Sent Unity Mutual branded cupcakes out to key target finance journalists with an 18th birthday message

Sourced and interviewed parent and teen case studies about spending and investment plans

Pitched Unity Mutual and AFM finance experts for media interviews with our personal finance PRcontacts

Provided tips for teens on what to do with their fund

results & impact

67 pieces of personal finance

PR coverage across both national and regional print and online media, including in the Daily Mail, Daily Express, The Times, The Independent, Daily Mirror and This is Money

855 million

A combined potential media reach of more than 855 million

50% of media coverage

with an expert spokesperson from either Unity Mutual or AFM

Applications for savings plans increased by 9%

during the campaign period

results & impact

67 pieces of personal finance

855 million

50% of media coverage

Applications for savings plans increased by 9%

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