Boring Money’s brief was to raise the profile of the company’s Founder & MD, Holly Mackay, and position the Boring Money website as the go-to resource for straight-talking, jargon-free personal finance advice. Our target audience was the ‘normal’ consumer who has no idea where to start when it comes to finances.
Initially launching Boring Money’s ‘Ladies Losing Out’ campaign, we developed a strategic media outreach programme, targeting broadcast, national news, women’s interest and consumer outlets. Sell-in ranged from short, snappy advice and tips to more in-depth features developed for consumer magazines.
Focus was quickly switched following the bombshell of the Brexit vote. All Ladies Losing Out pitching was put on hold and sell-in of post-Brexit finance related commentary and survey results commenced.
Having built a solid network of media supporters for Holly as a professional financial expert with insightful commentary, we were able to target warm leads with content in anticipation of the historic Bank of England interest rate cut. With a swift turn-around, we pitched a combination of short commentary for media round-ups, a detailed press release with advice for borrowers and savers, and Holly’s profile putting her forward for broadcast interviews.
As a result of a combination of proactive campaign messaging and reactive comments, in just three months Rooster secured 74 pieces of coverage across broadcast, national and regional news, lifestyle and consumer, and financial media outlets. Coverage included the Mail on Sunday & Mail Online, Sunday Times & The Times, theguardian.com, BBC Breakfast, BBC 5 Live, BBC.com, Sky News Sunrise, Refinery 29, CityAM.com, Money Marketing and Finance Monthly, plus a regular feature with Share radio and feature opportunities with Cosmopolitan, Harper’s Bazaar, Sunday Mirror, The Midult and TBSeen.
So far our work with Boring Money has reached an audience of 246,633,989 readers, listeners and viewers across the UK and resulted in the agency being retained for future projects.