We know that lots of 20- and 30-somethings still live at home or in rented accommodation.

We therefore targeted our ads at this audience by tapping into the awkward situations they will likely find themselves in whilst living in shared accommodation.

The result was three ads, which playfully dramatise that uncomfortable moment when the protagonist thinks: “That’s it! I’ve had enough; I need to get my own place” – a familiar, relatable thought for many!

Short, insightful, and visually engaging, these ads quickly convey the key message whilst simultaneously entertaining the audience.

We produced a series of three videos, placing 100% of our media spend behind one – ‘Date Night’ – in order to ensure that we maximised the potential reach.

‘Date Night’ was promoted on Facebook between 10th and 24th February 2016 through Reach and Frequency ad buys, which were optimised towards impressions.

Given the specific nature of the product, we leveraged Partner Category Targeting in order to reach private renters and potential FTBs. These parameters were then restricted further, so that only users in their 20s and early 30s were targeted. We also targeted the parents of these users so as to further increase the likelihood of engagements.

The ‘Date Night’ video post achieved a view rate of 25.16% and a completion rate of 7.22% on over 1 million views.

To date, the videos have contributed to the opening of 45,000 Help to Buy: ISAs with NatWest, a far higher figure than was anticipated prior to launch.