The Challenge

TSB tasked The Fifth with developing a social D&I campaign empowering workplace confidence for minority groups, aligning our creative thinking with their brand purpose of instilling “money confidence, for everyone, every day”.

The Solution

We found that while other banks did a good job at supporting minority communities, many workplaces still had a long way to go. TSB however, were already making a notable difference. Their internal policies were a genuine example of best practice, with the brand even being noted as one of Stonewall’s top100 places to work. We identified that TSB actually had the right to a platform beyond superficial support, leveraging their genuine internal policies as a leading example.

With  many key calendar moments aiming to raise the voices of different communities throughout the year, we identified an opportunity to shout about workplace inclusivity within TSB, and encourage other businesses to do the same.

Introducing: #BringOnChange, a campaign platform with a mission to empower workplace confidence for every community. 

We kicked off the campaign with content featuring TSB employees and asked them to share their personal stories of inclusivity in the workplace. We didn’t want to talk on behalf of the community, which is why we were careful to involve real members of these communities to talk from a place of experience. We also enlisted creators to extend the campaign’s reach further, sharing first hand experiences – good and bad – in the workplace and actionable tips on how other businesses could take a page out of TSB’s book.

We kicked off with Pride month, encouraging workplaces to #BringOnChange and foster a comfortable and inclusive space for LGBTQ+ employees, and then in the months to follow, we continued to share TSB’s efforts extending the #BringOnChange message into Black History Month, Purple Light Up Day, and International Women’s Day. 

The Outcome

Our primary objective was to engage minority communities and their allies, and we exceeded client expectations with a remarkable 115% more total engagements than our original target. (For the combined Pride, Black History Month, and Purple Light Up Day legs of the campaign.)

We achieved a 6% average organic Engagement Rate for the Pride and Black History Month (BHM) segments, surpassing the finance category average on Instagram (2.19%). The Pride portion achieved a remarkable 100% positive sentiment across all content, which was especially important to us as we were wary of protecting our creators from negative comments – unfortunately not uncommon when giving a voice to minority groups. And one piece of content in particular exceeded all expectations, with Lucy Edwards on Purple Light Up Day, which boasted a 57% audience retention rate, nearly three times the 20% benchmark.

This success really underscores the effectiveness of driving a strong creative idea with the strength to live on through multiple calendar moments. And more importantly, one that shows genuine support through real lived experiences, as opposed to the surface level approach adopted by so many.