Channel 4 and Barclays launch new digital series Money on my Mind in milestone partnership
Money On My Mind
The Big Idea
Channel 4 and Barclays joined forces to launch Money on my Mind: a brand-new show for the broadcaster’s social media channels that explores how people can develop a more positive relationship with money.
The six-part digital series, which marks 4Studio’s first-ever partnership with a financial provider, features a group of money experts dissecting and exploring the spending habits, money mind-sets, and lifestyles of real people. Money on my Mind takes a deeper look at real people’s relationship with money, through authentic and heart-warming storylines and the provision of tailored money management coaching.
The money expert trio is made up of: GP, money coach and creator of The Female Money Doctor, Dr Nikki Ramskill, who is on a mission to change the impact that poor money management can have on people's mental and physical health; qualified financial advisor, Emmanuel Asuquo, who is determined to use his knowledge and experience to help others improve their relationship with finances; and founder of transformative financial literacy platform Pennies to Pounds, Kia Commodore, who aims to empower people to make money work for them.
Money on my Mind debuted on the 15th of June on Channel 4 YouTube channels, with episode two coming out on 6th July, whilst shorter edits of each episode are being released across Channel 4's Facebook and Instagram accounts this week. The closed-ended episodes allow for different and satisfying stories each time, that can be watched and re-watched in any order. In addition, three bespoke edits of Money on my Mind will form new linear TV adverts that will air across Channel 4 and E4, with the first spot on Friday 17th June on E4’s Brooklyn Nine-Nine.
Alisa Copeman, Chief Marketing Officer for Barclays UK, said: “We are really excited about the partnership between Barclays and Channel 4, which allows our brands to come together to create an educational, engaging and informative digital content series to help our audiences tackle the financial challenges they face today, whether that’s getting on the property ladder or saving for their future goals. Our inspiring panel of "finfluencer" money experts are supporting real people to better manage their finances, their mindsets and their lifestyles to help make money work for them.”
Making it Happen
Money on my Mind was executively produced by Natalie Humphreys of Glasgow-based Storyboard Studios and commissioned by Channel 4 Digital Commissioning Executive, Joe Churchill working closely with 4Studio Content Lead Jenny Porter who brokered the partnership with OMD and Barclays. OMD handled the strategy, planning and buying of the campaign, and is working alongside Barclays, Storyboard, and Channel 4 to bring the activity to viewers.
David Amodio, Deputy Head of Commercial Innovation & 4Studio said: “We’re delighted to partner with Barclays on the launch of our new digital series Money on my Mind. The show is another great example of how the channel is working with brands to cut through to reach new audiences on social and deliver a message that is authentic and entertaining.’’
Joe Churchill, Channel 4 Digital Commissioning Executive, said: “This new digital series helps young people overcome their financial problems by exploring their relationship with money on a deeper level. The show features super engaging and relatable stories and an esteemed cast of money experts who are always able to find a solution. The result is an uplifting and heart-warming series, that also acts as a brilliant resource for those wanting to improve their money habits.”
Channel 4 is the only UK broadcaster to offer a slate of social-first branded entertainment opportunities to advertisers for publication across quality, brand-safe, social channels – including Facebook, YouTube, and Instagram.
4Studio is the number one Branded Content partner in the UK and its specialist commercial team has delivered numerous successful social-first campaigns in partnerships with brands including: the award-winning Mission: Accessible with Visit Britain, Unseen Kingdoms with The Body Shop, Fracture and Balmain, Untold: The Police with The Home Office, You Do You with Instagram, Flex Kitchen with Heinz and more.