Social micro-series and dating are this year’s two hot branded content trends. Born Social has put both together for Barclays Bank.
Statement Dating is a social-first entertainment series on YouTube that uses the familiar format of a dating show to encourage more open conversations about money. Created as part of Barclays’ wider financial confidence platform, the series is built around the idea that talking openly about money is an important first step towards building financial confidence.
The idea tackles one of the more uncomfortable subjects in modern relationships – money. While people are comfortable talking about almost everything on a date, finances remain a taboo. Inspired by classic dating shows such as Blind Date, the series puts financial compatibility at the heart of the dating process, exploring whether someone’s spending habits, savings goals and financial ambitions might reveal more about a potential relationship than first impressions alone.
The campaign is built on Barclays’ research showing that 32% would be uncomfortable talking about money with someone they’d recently started dating – making money a bigger taboo than sex (27%) and mental health (23%). Separately, 40% admit they’d find bringing up money with someone they’re dating awkward, despite 47% believing it’s important to find a partner with similar financial goals.
Its entertainment-first approach, using the familiar conventions of dating, rather than traditional financial education, aims to make financial conversations feel more accessible, relatable and engaging.
Across the Statement Dating series, genuine singles explore their potential compatibility through three rounds of questions, financial reveals and relationship scenarios. In the first round, contestants get to know each other through a classic blind-date-style Q&A. The second round reveals a snapshot of their spending behaviour, giving the dater a preview of their matches’ recent transactions, offering an insight into how their potential partners actually manage their money. The final round explores what life together could look like, from future ambitions to financial priorities, before the dater makes their choice. It’s hosted by comedian and presenter, Ellie Jane Taylor, alongside Ollie, a Barclays representative who offers the brand’s perspective on financial matters throughout the show, shedding light on how to navigate different financial habits and attitudes towards money.
Heart motifs, bright cyan palettes and playful set design create a distinctive visual identity, while physical dramatisations of the Barclays app bring otherwise private financial behaviours into the dating experience.
Supporting the YouTube episodes are organic and paid social content, short-form cutdowns, behind-the-scenes content and creator-led activity featuring Mia McGrath, Connor & Yvonne and Axel Blake.
Indy Bassi, chief marketing & design officer, Barclays UK, stated, “Money is one of the most important parts of our lives, yet it remains one of the things we find hardest to talk about – particularly when it comes to relationships. Our research shows just how uncomfortable these conversations can be, with many people avoiding them entirely, or even hiding financial information from their partners. Statement Dating is about making the topic of money feel less daunting, and creating opportunities for open, judgement-free conversations about finances.
Saff Kelly, creative director, Born Social, added, “Whether it’s who pays on the first date or whether you get a joint account when you move in together – Money can often be make-or-break in a relationship because it feels too awkward to talk about. We wanted to tackle this by destigmatising money conversations, breaking that taboo by creating something that’s a bit of a Trojan horse – it’s entertainment first, but we ultimately want people to learn something too.”
The series builds on Barclays and Born Social’s existing YouTube strategy, following previous formats, Working Lunch and Counter Argument.
Credits:
Client: Barclays UK
Director BUK Marketing & Design: Claire Hoey
Head of Social Media: Chris Parker
AVP, Brand Comms Manager: Lauren McCulloch
AVP, Social Media Manager: Abbie Forletta-Gill
Agency: Born Social
Creative Director: Saff Kelly
Senior Creative: Daisy McCluskey
Senior Account Director: Megan Seaby
Senior Account Manager: India Garrett
Executive Producer: Laura Taylor
Producer: Paula Borkmann
Strategy Director: Katie Drew
Senior Motion Designer: Will Porter
Motion Designer: Jack Lancaster
Associate Comms Planning Director: Upi Savania
Media: OMD
Production: ARTCLASS CONTENT UK
Director: Chloe Victoria Hughes
Executive Producer: Sam Holmes
Producer: Xiaoxuan Zhu
Head of New Business: Emma Horgan
DOP: Marcus Domleo
Photographer: Saskia Kovandzich
Social Shooter: Jemima Carr-Jones
BTS: Kiera Simpson
Offline Editors: Tom Gilfillan & Luke Spencer
Grade: Nathaniel Skeels
The bank is building a very human persona in traditional advertising too:
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