Brand integration in TV has been allowed for years in the UK. TV programmes made for UK audiences can have brand content or product placements as long as they comply with the rules set by Ofcom, the UK communications regulator, which set out what type of products can be featured in programmes, where product placement is allowed, and how brands can be featured.

The Barclays Spirit of the Game Heroes campaign was social in nature so all of the seven film episodes were launched through Barclays own Facebook page. In the UK non-broadcast marketing communications is self-regulating, with standards mandated by The CAP Code, and independently administered and enforced by the Advertising Standards Authority (ASA).

We celebrated seven of the best of our Spirit of the Game (SOTG) Heroes (though short, documentary-style films) whose dedication on and off the pitch embodied Barclays’ Purpose and Values. Their relatable, authentic stories stimulated social media conversation.

We engaged BPL clubs to find our Heroes and showcase their films to Barclays’ existing 3.3m Facebook football community. Films were also promoted editorially through BPL club social and digital channels.

We released films to coincide with relevant BPL matches. A social media campaign harnessing Twitter and Facebook delivered organic reach by targeting club and fan communities, and social influencers.

SOTG Heroes became Barclays’ most engaging social media campaign;

• Total Facebook video views: 6,828,080 (average per film: 975,440)

• Driving over 80% positive sentiment

• Endorsed and shared by 40+ Twitter influencers

Reputation scores increased;

• Trust uplifted by 10%

• Warmth increased by 6%

• Consideration raised by 9%

Association with Values increased;

• Respect received a 10% uplift

• Integrity raised by 4%

• Service raised by 10%

• Excellence increased by 9%

• Stewardship up 8%

Brand advocacy also raised 11%