30 BRANDS Barclaycard
BUILDING UP BARCLAYCARD In January of this year, Groovy Gecko produced a live social video campaign for Barclaycard, developed in collaboration with creative agency Iris Worldwide. The message that Barclaycard wanted to get across wasn’t the typical grandiose story of using the charge card to book a trip to Antarctica or to get your daughter through a semester of university. Instead it was a look at the possibilities for the small purchases that could be made on a Barclaycard that could generate fun and improve quality of life. “The idea was to almost produce lifestyle content that tied in with that Barclaycard message. Barclaycard has a very wide audience when it comes to the demographics, so we needed something that would appeal to them across the board, in different ways.” The campaign featured British author, presenter and frequent vlogger Giovanna Fletcher taking on a mini challenge for each of the 31 days of the month. Six days a week, Fletcher would receive a package which would contain instructions for a short challenge – things like “learn to bake a cake” or “learn your first skateboard trick” or “learn to upcycle something”.
INSTAGRAM IS MEANT TO BE A PHONE-BASED EXPERIENCE, SO IT LIMITS YOU SOMEWHAT CREATIVELY
minute video was posted of Fletcher encountering the challenge – sometimes succeeding, sometimes not. Then once a week, she would have to do a more involved, complex challenge. “Each of the weekly challenges was designed to appeal to a different one of the audiences with a different guest for each,” says Ward. “In the first one, Giovanna had to learn the Charleston, and her guest was Harry Judd who won Strictly Come Dancing in 2011.” The piece with Judd was interactive with audience members asking questions and commenting via Facebook Live. The audience picked out what kinds of outfits Fletcher would wear, what dance moves she would try and what music to choose. The four special guests over the month were chosen to appeal to very different demographics of the total Barclaycard customer base. After Harry Judd and the Charleston came champion cyclist Bradley Wiggins, cricketer Freddy
Flintoff and young Great British Bake Off contestant Liam Charles. “Working on it, we were aware that one piece may not have appealed to certain people, but we knew that the next one would appeal to a completely different segment of people. “ Fletcher also did challenges with notable YouTubers who brought their own audiences with them. All in all, the campaign cleverly drew on diverse media influencers with the challenges appealing to a diversity of audiences. The result was something that intersected almost every part of the all-encompassing demographic Barclaycard wants to reach. 31 DAYS OF POLLS The Barclaycard challenges were designed to be very simple. They were shot single camera, which kept the shooting uncomplicated and made for a unity of image style. Streaming was done via Groovy Gecko’s own encoders with
VARIETIES OF VIEWING Each day a short two-to-three-
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