Kiwibank launches independent social media campaign
(10 July 2015 – New Zealand) Kiwibank has embarked on an independent social media campaign called The KB Series.
The digital collaboration with social media content producer Jamie Curry will follow her journey from Napier to Auckland as she pursues her career in acting and producing entertaining content for her legion of fans.
Curry, 18 has built an army of devotees over the past three years, creating comedic skits showcasing the ups and downs of her life as a school girl living in rural Napier, shared via multiple social media channels under the name Jamie’s World.
Using nothing more than a web cam, Jamie has created hundreds of episodes featuring hilarious moments only a teenager can relate to.
Adept at editing her material and timing cuts perfectly, her material is consumed by millions of people around the world.
Having cultivated a vast following across several channels (10 million fans on Facebook and almost 1.5 million subscribers on YouTube) Jamie has rapidly become one of the most influential and recognised teenagers in the world.
She was recently noted as one of the most influential Kiwis’ on social media, rubbing shoulders with Kiwi superstars, Lorde and Dan Carter.
Kiwibank said The KB Series epitomises the changing landscape of social media and content production, with the bank developing and creating every piece of content with Curry, leaning on her natural style and flair for comedy, to produce a series that is authentic and collaborative.
With key themes including decision-making and momentous milestones, the six-episode campaign will navigate the often challenging obstacles that people aged 18 – 25 face.
The thread of financial literacy and smarts weaves its way through every episode, mirroring Curry’s personal experiences.
Kiwibank’s general manager of Marketing, Nicky Ashton, said: “We are delighted and proud to be leading innovative content with an influential person like Jamie.
“Our partnership with Jamie symbolises how relationships in media are changing and that the consumer wants to share a more genuine approach to content.
“Her refreshing and authentic delivery combined with her responsible and savvy outlook on life made her the perfect fit with Kiwibank.”
The shared approach will continue during publication, with both Kiwibank and Jamie’s World sharing the trailers, episodes and exclusive content across YouTube, Facebook, Twitter, Instagram and Snapchat.
The campaign will also feature interviews, behind the scenes footage and other useful holistic content for the 18-25 target audience, housed on Kiwibank’s online platform, www.Inner.Kiwi.
The platform is a hub for all of the bank's customer content as well as communications about what it means to be independent.
The relationship with Jamie also marks the next phase of the independence campaign, following a series of TV adverts showcasing stylish moves from personal and business banking customers, dancing to celebrate their journey on the road to independence.
The campaign launched with a trailer on 6 July and will begin the first full episode on the 20 July, the campaign will run for 10 weeks.
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