Putting tangible numbers behind the reality of daily for families across the UK.
MONEY SUPERMARKET
HOUSEHOLD MONEY INDEX
THE CHALLENGE
When MoneySuperMarket wanted to increase their recognition as a thought-leader in the personal finance space, they asked us to build a media relations campaign that was more than a one-and-done headline-grabber.
OUR APPROACH
With cost of living pressure hitting families right across the UK, we knew putting real people at the heart of our campaign would bring it to life. But amid an uncertain political landscape, journalists told us they weren’t looking for more doom and gloom. We focused on relatable trends affecting Brits and their everyday struggles, in an upbeat way.
THE SOLUTION
Now in its fourth year, The Household Money Index (HMI), is an annual barometer, with quarterly updates, of what’s really going on with people’s personal finances. With a state-of-the-nation index that analyses 32 bills and millions of consumer touch-points, it shows what it costs the average person to live on a daily basis before they’ve even left the house. Delivered as an online and physical report, consumer case studies add the personal touch to the big numbers.
THE RESULTS
MoneySuperMarket has become a voice for its customers and a source for journalists who now see The Household Money Index (HMI) as part of their routine news agenda.
- 165 pieces of coverage including 2x Times front pages Guardian, Telegraph, Daily Mail, Mail Online and The i
- HMI feature on ITV 10’clock & Six o’clock News
- Broadcast feature on BBC Radio 4 MoneyBox
- Syndication across all ITV evening regional news programmes
- 106% increase in open rate of MSM newsletter when HMI content was included in headline or content
- Customer email about HMI drove 60% more clicks to the website than an average informational email
- LinkedIn content for CEO and CMO
