Barclays teams up with Born Social for ‘Statement Dating’, a YouTube series that brings people together based on financial compatibility.
Barclays has put money at the heart of its new social-first campaign – Statement Dating – an entertainment series on YouTube.
The new campaign, launched in partnership with social creative agency, Born Social, follows a dating show format, and encourages audiences to have more honest and open conversations about money.
Money can be a sensitive topic in modern dating, so Barclay’s is attempting to open up the conversation around the stories behind the spending habits.
The ‘dating show’ also features a finance expert, Ollie, to offer helpful advice and analyse some of the spending. He said in the show: “Money can be one of the biggest sources of tension in a relationship, and it’s one of the things we like talking about the least.”
The dating show works by introducing singles to three candidates through their spending habits. Players answer questions about their financial preferences, priorities, and habits. Players then choose from one of the candidates, as they would in a traditional dating show.
The campaign was built as part of Barclays’ financial confidence platform. Alongside the YouTube series, Barclays will have organic and paid social content, short-form clips of the series, behind-the-scenes content, plus creator-led posts.
The social-led content featuring creators Mia McGrath, Connor & Yvonne and Axel Blake, helping to continue the conversation past just the dating show format.
Indy Bassi, chief marketing and design officer at Barclays UK, said: “Money is one of the most important parts of our lives, yet it remains one of the things we find hardest to talk about – particularly when it comes to relationships.
“Our research shows just how uncomfortable these conversations can be, with many people avoiding them entirely, or even hiding financial information from their partners. Statement Dating is about making the topic of money feel less daunting, and creating opportunities for open, judgement-free conversations about finances.”
Research by Barclays found 32% of people would be uncomfortable talking about money with a new partner – making the topic an even bigger taboo than sex (27%) and mental health (23%).
As much as 40% of respondents would find bringing the topic up awkward, even though 47% believe its important to consider similar financial goals when settling down with someone.
Saff Kelly, creative director at Born Social, added: “Whether it’s who pays on the first date or whether you get a joint account when you move in together – money can often be make-or-break in a relationship because it feels too awkward to talk about.
“We wanted to tackle this by destigmatising money conversations, breaking that taboo by creating something that’s a bit of a Trojan horse – it’s entertainment first, but we ultimately want people to learn something too.”
Leaders take
It’s can often be an effort to engage with audiences and provoke genuine, honest conversation about finances – which is much needed in the current, economic environment. This campaign from Barclays puts a fun twist on a serious topic. It features a popular comedian as its host, which helps maintain a light tone while delivering financial advice.
There are times it does feel a little forced, and comes across, to me, as a little condescending – although this is most likely aimed at a younger audience and for those who are just entering the dating world.
It’s important to understand that dating and finances are often glamourised among the younger generation, and it’s sometimes seen as an issue of pride. Breaking down barriers and encouraging conversation about the justifications of spending, and the differing priorities between people is an important one to have.
