The campaign

Despite the popularity of their London programmes, Barclays was struggling to fill Apprenticeship roles in two key locations - Manchester and Glasgow.

As Senior Copywriter at Higherin, my contributions included:

• Leading the concept development for our creative campaign, including an interactive online quiz inspired by the “Day in the Life” TikTok trend.

• Writing the copy for each element of the campaign (digital quiz, email series, social media promotion, and competition landing page).

• Collaborating with the Barclays media team to ensure that our campaign aligned with their strict brand guidelines.

The results

• Reached over 1.7 million young people throughout the twelve-week campaign.

• Doubled the lead generation target set out by the client.

• 76% of sign-ups came from the target areas (Manchester and Glasgow).