jumpstart january 31-day challenge

Groovy Gecko worked with agency Iris Worldwide to help Barclaycard’s Start Today campaign around reimagining credit cards as the catalyst to “Start Today” and try new things.

Barclaycard’s 31-Day-Challenge campaign saw Giovanna Fletcher prove that at a time of New Year’s resolutions, trying something new is easier than ever. Our collaboration with creative agency, Iris, on this campaign won CMA’s Bronze Award for Best Finance and the Bronze Award for Best use of Social Media for B2C, while they were also shortlisted for CIM’s Best use of Social Media Award.

Objectives.

Barclaycard wanted to deliver a multi-channel campaign to debut on the 1^st January 2018 across online video and multiple social channels consisting of 31 days of live content. The streams would showcase writer, actress and presenter Giovanna Fletcher taking on a new challenge every day for the month of January. 

What we did.

We delivered the technical set-up and streaming each day with our encoders as well as our interactive GG Live Polling tool from REALM (Real-time Engagement and Live Management), with about 3 polls per live stream. Each day was a challenge and our team were flexible in order to adapt to the fluid changes of venues, venue sizes and set ups, limited internet on-site and event changes. There were quick turnarounds day to day and the live streams themselves were quite short so our experts on-site managing the on-screen graphics and moderation of live votes was completed quickly and seamlessly.

The streams were crossposted to multiple Facebook pages as well across multiple platforms to the Barclaycard YouTube page, seamlessly integrating owned channels into the earned mix. Voting took place on the Facebook streams with results displayed on screens across Facebook and YouTube.

the results.

Barclaycard’s 31-Day-Challenge campaign had the highest engagement rate of any Barclaycard campaign to date, and over 8 million views across all the live videos. This campaign also showed a 15 point lift in Barclay’s brand consideration and a 20 point lift in emotional indicators.

Alex Naylor, UK Marketing Director at Barclaycard, said:

“Barclaycard strives to deliver innovation and find new ways to connect with our audiences and we continue to push the boundaries via this compelling partnership with Giovanna Fletcher. This campaign demonstrates our ongoing strategic focus on social media and content creation, and we are excited to find new and engaging ways to  communicate with our audiences.”