Nationwide reaches out to youngsters with Money Stuff YouTube channel

Ketan Lad, ideas director at Havas Media, said: “Nationwide has always championed their customers, so it's been essential to adopt a people-first approach to digital marketing, focusing on that intersection between what the brand stands for and what its audiences genuinely want to see.

“As the first finance brand in the UK to create content of this nature with YouTubers, Money Stuff is at the forefront of brand channels, created with a far more consumer-orientated approach."

Sabina Smitham, creative producer at ChannelFlip, added: “We know this audience may think of finance as a tad dry, so it was a creative challenge to come up with something engaging and shareable.

“Ultimately, the way to do that was by digging out the funny and fascinating bits of the topic and getting those across in a playful, authentic voice, without ever talking down to the audience. All credit to Nationwide for embracing the platform and being ready to make brave choices.”

The content will be released on the channel weekly over the next three months. It will contain ‘Firsts’ from KickthePJ, Emma Blackery, Tomska and DanIsNotOnFire and ‘Money Stuff’ will see LukeisNotSexy give financial insights to viewers.