Kensington’s communications felt dated and indistinct. In order to win with their broker audience, they needed to demonstrate that they are a modern lender for a modern world.
web sessions for first time ever
specialist lending brand
share of the market
YoY in applications
increase in YoY completions
Kensington Mortgages provides mortgages via brokers for clients who have unique circumstances and are looking for a solution from a provider that is not on the high street. The organisation’s success hinges on mortgage brokers recommending their products to their clients – but they operate in a saturated market, and brokers have thousands of lenders to choose from.
Kensington knows that its brand can be the only thing differentiating it from its competitors. So, when it came to rethinking Kensington’s content marketing strategy, we had to take a new, bolder approach.
Because Kensington’s tailored product offering sets it apart, we wanted our content to have personality and tell people-orientated stories. We turned Kensington’s existing marketing strategy on its head, moving from their current reactive approach to comms, to a more unique, content-led strategy.
Our solution was a brand refresh and to establish a series of content workstreams that speak directly to the needs of brokers and business stakeholders alike. These included an insider series podcast, blogs, product launches and a full rebranding of the portfolio.
To stand out from the competition, we moved away from “safe”, predictable corporate messaging and used punchy language and powerful imagery to give the campaign a modern and distinctive edge.
Following the success of our brand refresh, we produced a new creative concept for Kensington to use across its content ecosystem – using pets as our central theme. We wanted the campaign to be highly visual, with the animals themselves “delivering” our key messages in a funny yet informative way. The vibrant colours, cosy settings and calming voice overs gave the campaign a comforting, reassuring feel, which helped position Kensington as a trusted option for brokers and consumers.
In addition to the hero brand video, we produced six snippet videos and six static assets for social media, which were also used as part of their paid social campaign. We also produced a blooper reel for their YouTube channel, which shows the hilarious reality of working with a cast of unruly pets!
Our “experiment and learn” approach to paid social helped us accelerate the performance of our content on LinkedIn. We A/B tested two static posts, adapting our approach to prioritise the messaging and visuals that performed best with our target audience.