Skipton Group
Pushing home affordability up the political agenda
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.
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.
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.
Key Results
- Over 5 million targeted impressions delivered across key demographic segments
- Click-through rates reaching 0.44% – significantly above industry benchmarks
- Strategic placements in The Times, The Guardian, and The Sun
- CEO secured meeting with Chancellor of the Exchequer