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Start Up Loans

Client: Start Up Loans

The Challenge
Small and medium-sized businesses (SMEs) are vital to the UK economy, accounting for over half of all jobs in the private sector. Our task was to encourage people who wanted to start-up business to use the government-funded Start Up Loans scheme to access advice, loans and mentoring through the Start Up Loans Company.

Audience insight
Through conversations with hundreds of start-ups and small businesses we learnt that many were unaware of the government help on offer. We also found out that this audience was sceptical of government support, but could be heavily influenced by ‘people like them’ – other entrepreneurs and small businesses that had achieved success – and trade and regional media.

The £300K nationwide broadcast campaign, which ran for three weeks on both terrestrial and digital channels, highlighted six businesses from across the UK who have already received support from the Start Up Loans Company. The advert promoted the support available and aimed to feel inspirational yet attainable to new and potential small business owners all over the UK.

Over the opening three weeks of the campaign results have been encouraging:
- Website traffic saw an uplift of 108%
- Loan enquires up 65%
- Over 80,000 YouTube hits on the 30 second advert
- Case study videos viewed over 52,000 times

One more thing
To shoot all the businesses involved the campaign we drove over 1,000 miles in a week, but it was great to meet all the people who had benefited from the scheme.

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