Case Study: first direct engages younger audiences and strengthens its challenger brand with Aberfield

The First Direct boosts 18–35 customers with Aberfield

The First Direct bank partnered with the PR firm Aberfield to reinforce its challenger brand credentials and better engage with younger audiences across the UK. The challenge was to appeal to this demographic and support the bank's mission of improving financial wellbeing through creative campaigns.

Aberfield implemented an insight-led strategy using PR, social media, and content creation. They delivered multiple successful campaigns, including The Social Study and Boomerang Britain, which generated extensive media coverage and reached millions. As a result, Aberfield helped first direct achieve a significant increase in customers aged 18 to 35 over a four-year period.

The First Direct