— Case Study
OneFamily had nearly 50 years of financial expertise. It needed a new generation to know it for Lifetime ISAs.
OneFamily is a trusted financial brand with decades of history behind it - but trust alone doesn't guarantee that people reach for you when it comes to a specific product.
As a team who believe creators can build category association faster than a brand talking about itself ever could, we saw an opportunity to make OneFamily the name younger savers thought of first for Lifetime ISAs. Here's how we did it.
The Challenge
OneFamily is a trusted financial brand, but people didn't immediately associate them with the product they wanted to lead on. They needed to become a first-choice name for Lifetime ISAs among younger savers.
The Diagnosis
The bottleneck wasn't trust - OneFamily had built that over nearly 50 years. It was category association. Being a well-established, trusted financial brand doesn't automatically mean younger savers think of you specifically when it comes to Lifetime ISAs.
The challenge was connecting an established name to a specific product, in a way that resonated with a newer, younger audience.
What We Did
We built a creator-led strategy, partnering with a range of creators to talk about Lifetime ISAs in a way that felt native to a younger audience of savers, rather than coming directly from the brand.
Across a series of campaigns, creators produced video content that introduced OneFamily into the Lifetime ISA conversation, building genuine category association with an audience that hadn't necessarily considered the brand for this specific product before.
Partnership Stats
Creator partnerships helped OneFamily build genuine association with Lifetime ISAs among a new generation of savers.
The content that moved the numbers
Creator-led video content introduced OneFamily into the Lifetime ISA conversation for a younger generation of savers - turning decades of financial trust into association with the specific product OneFamily wanted to lead on.
Better creative begins with a conversation.
We'll listen to what you're trying to achieve and show you what's possible.
