Nationwide Building Society has unveiled a significant new partnership and campaign specifically designed to connect with its younger customers across the UK.
A Strategic Partnership for Younger Audiences
The financial institution, which maintains a network of branches including in Birmingham, has confirmed a major collaboration with Mail Metro Media. Together, they are launching an innovative, omnichannel campaign aimed at financially active individuals aged between 18 and 34.
Central to this initiative is the sponsorship of a brand-new weekly podcast titled Spent!, which falls under Mail Metro Media's Seriously Popular portfolio. The series will feature celebrity guests who will share revealing stories about their personal spending habits.
Multi-Platform Content Rollout
Beyond the podcast, Nationwide is also putting its support behind the Daily Mail's This is Money TikTok channel. This multi-faceted approach will see eight original content formats touring the nation, all designed to explore everyday finances in a fun and relatable manner.
Richard Warren, Director of Brand Marketing at Nationwide, expressed his enthusiasm for the project. He stated that the campaign tackles the highly relatable topic of contemporary spending habits and values across multiple channels. "Talking about money has never been more revealing," Warren said, "so we're delighted to be backing This is Money's TikTok channel and a new podcast that sparks new conversations amongst our target consumer audiences."
Industry Experts Weigh In
Dom Williams, Chief Revenue Officer at Mail Metro Media, highlighted the collaborative nature of the partnership. He described it as a brilliant example of what happens when brands and publishers work together from an early stage to develop creative ideas. Williams emphasised that the content is built to genuinely connect, whether audiences are listening to the podcast or scrolling through engaging content from Gen Z creators on TikTok.
Adding further insight, Richard May, Content Lead at Wavemaker UK, noted that the partnership allows Nationwide to engage with younger demographics in a fresh and authentic way. He confirmed that the campaign has been crafted to feel natural on its respective platforms and to resonate with modern content consumption habits.
