With home ownership increasingly out of reach for millions of Britons, Skipton Group faced a strategic challenge: how to establish thought leadership on one of the UK’s most pressing social issues.

The housing affordability crisis demanded a message that cut through media noise and reached the financial and policy decision-makers who could drive change. Skipton Group needed to transform from a regional building society into a recognised authority on housing policy, while demonstrating their commitment to making homeownership accessible to everyone.

Data-driven

Rather than relying on broad consumer messaging, MessageSpace deployed a precision-targeted approach using our proprietary audience data to reach audiences with authority: business, finance and political leaders at both national and local levels.

The campaign centered around Skipton’s interactive Home Affordability Index – a tool that allows users to explore the real cost of buying and living in homes across Great Britain. Split by local authority area, the index provides insights into renting costs, first-time buyer challenges, and property ladder progression, giving politicians and policymakers the data they need to understand the housing crisis in their own constituencies.

Digital Media Performance 

• Over 5 million targeted impressions delivered across key demographic segments
• Click-through rates reaching 0.44% – significantly above industry benchmarks for B2B political targeting
• Strategic focus on reaching political influencers and decision-makers rather than mass consumer audiences

The campaign secured paid media placements in major national publications including:

• The Times – reaching policy-focused readership
• The Guardian – engaging progressive political audiences
• The Sun – connecting with broader public opinion

Beyond the metrics, the campaign elevated the national conversation around housing affordability, establishing Skipton Group as a credible and reliable advocate for first-time buyers across the UK.

Impact

The campaign achieved its mission of positioning Skipton Group as an authoritative voice on housing policy. By combining smart use of audience data with influential media environments, Skipton moved beyond traditional financial services marketing to become a contributor to the national debate. Following the campaign, Skipton CEO Stuart Haire secured a meeting with the Chancellor of the Exchequer Rachel Reeves, demonstrating the effectiveness of the paid media campaign  in building brand recognition with key stakeholders.