Finance PR Case Study: #YOPO You Only Pay Once with OpenMoney

Buy Now Pay Dearly Later You Only Pay Once Finance PR campaign

Finance PR Objectives

Smoking Gun was drafted by online financial and investment advice platform OpenMoney to raise awareness around the dangers of Buy Now Pay Later financing products, which were seeing a huge rise in popularity and, at the time, were completely unregulated. The finance PR client wanted to achieve the following:

*Create and drive conversations around debt, money worries and the controversial Buy Now Pay Later financing – joining the campaign for them to be regulated

*Position OpenMoney as a consumer finance champion pushing for a better, fairer financial sector

*Secure high profile media coverage in quality titles 

*Bring web traffic to the You Only Pay Once (YOPO) campaign page to improve search visibility 

Finance PR Strategy & Approach

Our finance PR experts met the brief with the following approach: 

*Created a campaign to communicate the feeling of freedom and ‘zen’ from only paying once for items that you can actually afford, rather than becoming trapped in a cycle of debt

*The design of three striking billboards raising awareness about the YOPO campaign and aims 

*Conducted research around consumer attitudes to Buy Now Pay Later financing and outreached to media with the findings

*Interviewed case studies involving real people who had fallen into a debt trap thanks to Buy Now Pay Later products

*Liaised with influencer and campaigner Alice Tapper, founder of Go Fund Yourself and an expert in financial literacy and inclusion, who launched the campaign content with OpenMoney

*Brought in other influencers such as male trend expert Ed Lemont (Mr Thirty Something) and lifestyle specialist Tabitha Warley, while also reaching out to a number of micro influencers to help spread the message

*Organised and oversaw a broadcast day with OpenMoney financial advisor Anthony Morrow and Alice Tapper, including media training

Finance PR Results 

Thanks to our work, OpenMoney claimed the following results:

*14 pieces of media coverage including 13 national hits, and 1 regional. Titles such as The Sun, The Times, The Daily Telegraph, Sunday People, iNews, YourMoney.com and ThisIsMoney.co.uk all ran stories 

*100% of reports contained key messaging 

*32 Instagram influencer stories, with a total reach of 42,125

*In February 2021, it was announced that Buy Now Buy Later products would be regulated by the FCA