UK-based financial institution, Shepherds Friendly, persists with advertising campaign domestically
Shepherds Friendly, a progressive UK financial mutual with nearly 200 years of history, has launched the second stage of its first major brand campaign. This expansion aims to boost consumer awareness about the mutual's financial services and products.
The campaign, which initially focused on television advertising in the South-East, has seen significant success. A 17% increase in brand awareness and a 362% uplift in web traffic were recorded in the region where the TV advertisement was aired. Encouraged by this success, Shepherds Friendly is now extending the campaign geographically and across media channels to enhance visibility nationwide.
The TV advertisement, a significant step in Shepherds Friendly's marketing journey, is being aired in new regions as part of the campaign expansion. Billboards have been placed in major UK cities including Greater Manchester, Leeds, Liverpool, Birmingham, Sheffield, and Cardiff, and radio spots are airing on stations like LBC, Heart, and Smooth Digital. Digital ads are also being displayed on platforms like Meta, YouTube, and programmatic sites.
The senior head of marketing, Zac Chetwynd, emphasized the campaign's role in reinforcing the mutual’s ethos of prioritizing members and supporting them through significant life milestones with suitable financial and insurance products. The multi-channel strategy aims to maintain the emotional resonance of the original TV ads while building wider brand recognition and trust, including among intermediary advisers.
Shepherds Friendly has also partnered with Simplybiz, a leading provider of regulatory and business support to thousands of financial advisors. This partnership aims to accelerate Shepherds Friendly's strategy to grow its intermediary footprint.
In a notable achievement, Shepherds Friendly has recently surpassed 150,000 members. The Clear & Simple Mark, awarded by Fairer Finance for excellence in clarity and simplicity of financial documents, was also recently given to a range of Shepherds Friendly's Stocks & Shares ISA documents. This is the first time Shepherds Friendly has been awarded the Clear & Simple Mark for its Stocks & Shares ISA documents.
In summary, Shepherds Friendly's strategy to boost brand awareness is a phased national campaign leveraging TV, radio, outdoor billboards, and digital advertising around a coherent emotional theme of milestone life moments, leading to measurable increases in awareness and engagement.
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