Together with Barclaycard we created #bespokeballads. We announced the campaign with a high reach, social media campaign that reached around 33% of the UK population, inviting people to register their interest in having a #bespokeballad made for them.

Pulling content from individual Twitter feeds, we created something most people would never get to experience: a professionally recorded ballad written all about them. And each video finished with an offer that was based on their particular interests.

Production was swift. Musicians turned around songs within the day. Videos were posted to YouTube and viewers invited to drive the story further with social sharing.

Throughout the campaign, we used influencer outreach on Twitter and Facebook to build buzz around #bespokeballads.

In just four weeks, the campaign delivered 42 million impressions and drove an earned reach of over 15 million.

We created 80 bespoke ballad videos, receiving 960,000 views. The campaign hashtag was used almost 5,000 times and over 1,000 people requested their own ballad.

Taking a quirky, customer-focused approach was a leap that paid off, successfully communicating the bespoke element of Barclaycard’s new service. Bespoke enjoyed deep engagement with a core community, while still gaining broad reach and awareness.

And by placing the individual centre stage Barclaycard won consumer trust; Barclaycard #bespokeballads achieved an unprecedented 99.4% positive sentiment.