Plum Social Content

Social media strategy & social content

Client: Plum Fintech

Year: 2024

Advertising | Content | Creative | Social

Social strategy and content for Plum’s Cash ISA launch

Summary

Plum needed a killer social media strategy for the launch of their market leading cash ISA. They wanted to appeal to their audience through humour, relatability and fun on their key social channels: Instagram, TikTok and LinkedIn. Our strategy positioned Plum as a simple saving tool, made in your best interest, and the idea ‘Just add Plum’ communicated that through memes and relatable, funny, viral-worthy content.

Objectives

Increase awareness and consideration of the new product. Also have their audience (risk averse savers) associate stress free automated saving and efficient money management with Plum.

Strategy

Using data from the FCA (Financial Conduct Authority) and HMRC we gathered detailed insights about our audience’s saving concerns in regards to behaviour and competitor offerings. This led to targeted messaging we knew would resonate.

Plum’s core audience is made up of savers with ‘money inertia’ - those who have money sitting idly in their current accounts and are missing out on saving opportunities.

They either don’t have the time to shop around for the best interest rates, or lack confidence or understanding when it comes to the facts and figures. And when they have had the confidence and time, the rates have been disappointing.

Our proposition to encourage them: ‘Plum is a simple saving tool, made in your best interest’.

Our idea

We started with a flexible campaign idea that addresses these customer sticking points with a simple solution:

“Just add Plum”

These days simplicity truly is the spice of life - so let’s keep things faff free. With Plum, there’s no switching banks, searching offers, or solving equations that never add up in your favour.

There’s a better, smarter way - simply add Plum to your current account, let us work our magic and watch your savings multiply.

So why complicate things, when you can just add Plum?