Experian
getting into the messy world of love and money, to help young people catch feelings for experian
Challenge
Experian is the world leader in credit scores, and invests heavily in helping young people understand and improve their credit.
However, the more precarious young people’s financial situations are, the less they are willing to listen to people telling them what they’re doing wrong.
Strategy
If they don’t want to listen to what we have to say, we have to hide our advice in what they do want to hear.
Idea
To cut through the noise for 18–35-year-olds tuning out traditional financial advice, we launched The Cost of Loving.
This bold, emotionally charged podcast explored where love and money collide. Hosted by Celebs Go Dating’s Anna Williamson and backed by Experian data, audience questions and consumer research, each episode featured celeb guests unpacking everything from financial infidelity to wage-gap relationships and post-break up money fallout.
With raw stories, fresh insights, and cutdowns posted by Anna and our guests on TikTok and Instagram, we turned taboo topics into teachable moments - that made our audience actually want to listen.
Impact
To measure impact, we surveyed 1,000 of our audience against two core objectives: shifting perception of Experian beyond credit monitoring and showing its relevance to young people's financial lives. Results showed 77% of 18-24s and 81% of 25-35s agreed Experian understands their financial challenges, while 76% said it could help them improve their credit score to achieve life goals.
The campaign also smashed media KPIs:
34K listens (vs. 12.5K target)
111 media hits (vs. 42)
1.3% social CTR (vs. 0.45%)
1.3M video views (vs. 1M)
890K organic reach (vs. 850K)
Experian’s own channels saw a 417% spike in content views and a 73% engagement uplift, leading to a second series commission.
111
media hits1.3m
video views890k
organic reach
