Cost of Loving

1. Help Experian be seen as more than just a credit monitoring agency 2. By developing a financial education campaign that helps the target audience of 18-24 year and 25-35 year olds to understand that “Experian could help me with my credit score, enabling me to get what I want in life.” We based our strategy on a powerful, human insight – people who need financial advice aren’t always in the right place to hear it. To really connect with the audience, we knew we needed to sneak the messaging into everyday ‘teachable moments’ when they are actually open to learning. We looked at emotionally charged, everyday moments in our young audience lives before we decided that dating and romance was the most fertile ground for financial education. This led to the creation of The Cost of Loving – a new podcast from Experian and Anna Williamson, host of Celebs Go Dating, looking at all the ways young people can go looking for love, but end up in serious financial trouble instead. Over five episodes, Anna and celebrity guests discussed a variety of love and money topics, such as transparency, sharing finances, splitting up, and getting out of abusive situations. The campaign smashed all KPIs, was one of the top trending dating podcasts on Apple podcast in the week of launch and shifted target audience perception and understanding of Experian. Oh, and it’s also been commissioned for a second series.