Raising brand awareness for Unity Mutual

Unity Mutual is the financial services brand of the Oddfellows, one of the largest and oldest friendly societies in the UK with over 360,000 UK members. It offers a wide range of investments and savings products for people of all ages.

We were appointed to develop and deliver a PR and influencer campaign that would generate headlines and raise awareness of Unity Mutual and its range of savings products.

  • Research
  • PR
  • Influencer management
  • Social media
  • Copywriting
  • Developed a newsworthy angle – people’s financial priorities, worries and regrets
  • Commissioned a study of 2,000 people aged 20-80 to explore their attitudes to finances
  • Analysed the results and used a selection of the best stats to create a headline grabbing press release
  • Researched a range of high-profile fin-fluencers to work with, before agreeing on two and commissioning them to produce advice-led content on their channels to further amplify the campaign and help increase reach
  • Created web and social content to bring the research findings to life, including blog posts, infographics and social media posts
  • Sold the press release into all national and regional media.
Finished Dish

The campaign was a roaring success, generating 54 pieces of high-quality on and offline coverage, including the Mail Online, Daily Mail, Daily Express, Daily Mirror, The Independent, Metro, Yahoo, Daily Star, MSN and AOL. We also secured coverage in many of the big regional papers, including Manchester Evening News, Yorkshire Evening Post, Bristol Post, Newcastle Journal and Birmingham Post.

The two influencers we worked with to amplify the campaign both produced social videos and static posts, which were published across their Instagram, Tik Tok, Facebook and X accounts, reaching over 35,000 people and generating high levels of engagement and click throughs to the Unity Mutual website.

"We had a fantastic experience working with Content Soup. They grasped our brief perfectly and showed genuine passion and enthusiasm for our project. Most importantly, they delivered great results promptly and within our budget. Working with them felt like having an extended part of our team. We’re itching to work with them on our next project!"