Case Study: Executive Visibility

BARCLAYS

Seizing the Opportunity to Accelerate Authority

Although a 327-year-old global powerhouse, the Barclays U.S. Consumer Bank was a relatively new market entrant. On the verge of expanding its consumer banking services, it was time to build broader awareness of the brand and the division’s unique entrepreneurial culture.


Actions
To deliver a new corporate narrative to market, we focused on the power of executive voices to tell Barclays story. By leveraging the prestige and reach of fintech’s biggest U.S. trade show, Money 20/20, to unveil its newest co-branded card with Uber, we would capture target media and influencers onsite. 

This high-profile event would not only launch Barclays’ CEO into the national spotlight, but also give Barclays innovator cred through its connection to the preeminent disruptor, Uber.

Impact
– Secured a mainstage keynote (even though the call for presentations was closed) and presented to a live audience of 400+ of the industry’s most important business and thought leaders, plus 1.8 additional live streams

– Conducted 25 top-tier and trade media interviews during Money 20/20, strategically delivering the corporate narrative through four different Barclays executives and their distinct platforms

– Earned 1.1 billion traditional and social media impressions in less than one week and drove 50,000 new accounts in the first two months – making it Barclays most successful co-branded credit card launch

– Firmly established Barclays thought leadership: over the following months, executives became go-to sources for media The Wall Street Journal, American Banker, and Reuters