Challenge
With Starling, we had the opportunity to create widespread awareness and educate audiences of the Starling Bank app, and naturally place Starling as the accessible, relevant banking option for the disabled community and beyond. We looked to highlight key features such as the ease of switching to Starling and the usability of the app for all banking needs.
We aimed to boost conversation and positive affinity with the Starling Bank brand amongst new relevant audiences within the disabled community by utilising disabled influencers and ambassadors to encourage audiences to download the app.
Solution
An influencer marketing campaign that featured 18 disability influencers, with a range of disabilities and impairments. Each spoke about their experience of switching over to and/or using Starling Bank to their followers on Facebook, TikTok and Instagram. Many highlighted their favourite features of the app and why. The influencers also touched upon what accessible Starling features and perks help make banking easier for themselves and the disability community.
Outcome
Our campaign resonated incredibly well with influencers and their communities – with significant over delivery on content, which in turn was reflected in excellent impressions and engagements. TikTok was responsible for some of our most engaging content in the campaign.
Insights from the influencers was fed back to Starling to impact product roadmap and development to ensure continued strong accessibility for all customers, and the sentiment was incredibly positive across the campaign.
