Darlington Building Society
Darlington Building Society is an independent building society that celebrated its 160th birthday in 2015. With branches across the Tees Valley, North Yorkshire and County Durham, it is dedicated to making a genuine difference to the communities it serves.
Harvey & Hugo began working with Darlington Building Society in June 2017, managing all PR, social media activity and content.
Our task is to build the brand, showcase the Society’s work and promote the efforts it makes to make a difference in the area it serves.
As a building society, the target market had no limits in age or sex due to products ranging from the Darly saver account with mascot Darly the train, to Help to Buy ISAs and mortgages for a variety of markets. It also targets both members and non-members, with benefits of membership used to appeal to future customers.
We developed a year-long PR and social media campaign for the Society, consisting of press releases, blogs, articles and social media.
To January 2018, the Society saw many milestones including:
A press release was issued to spread each piece of great news, with social media activity to accompany.
On the occasion of Darly’s first birthday, a celebration was held at The Hullaballoo, the only dedicated children’s theatre outside of London, with which Darlington Building Society is a partner.
The birthday party was enjoyed by children from two local primary schools, with a dedicated party for staff and special guests from around the area. The main feature of each event was a reading of Darly’s first children’s book, Darly’s Magical History Ride which was written by local author Peter Barron, and all proceeds from which fund the purchase of books for schools around the area.
Darly’s Magical History Ride has also been taken on tour with Peter hosting readings and workshops in schools throughout the Tees Valley, North Yorkshire and County Durham to help with literacy, numeracy and history classes.
To showcase the Society’s fantastic financial results, we not only distributed a press release and shared this on social media, but also created a selection of short video clips to help spread the message even further in different ways.
We used a variety of content including infographics, photography, graphics and video to spread the Society’s positive news. This creates engaging social media content and clear campaign focus across all channels.
Thanks to the variety and regularity of content shared across the Society’s social media accounts, the audiences have grown across followers, engagement and reach.
The reach across all accounts increased by 48 per cent, with individual platforms increasing as below:
Facebook – The reach increased by 111 per cent
Twitter – The reach increased by 20 per cent
Instagram – The reach increased by 459 per cent
Collectively, the press releases issued have received 107 pieces of coverage across print and online, plus a radio interview with then Chief Executive, Colin Fyfe.
The releases gained coverage in the following media outlets:
“We have been working with Harvey & Hugo for over a year now and they really feel very much like part of our team. We have regular creative meetings and these spark great ideas to support our future strategy. Our online presence has increased and engagement levels are as high as we have ever experienced since working with The Pack.” – Caroline Darnbrook, Darlington Building Society Director, Products & Marketing