Sense by Barclays

Develop a graduate-focused marketing campaign for Barclays, using audience research, creative strategy and multichannel planning to increase consideration for the Higher Education Account.

Sense by Barclays was created as part of a group campaign project responding to the DMA Talent Marketing Challenge. The brief asked for a campaign that would help Barclays acquire 10,000 new Higher Education Account customers over a six-month period, while communicating the value of Blue Rewards to graduate audiences.

The campaign focused on the perception gap between Barclays as a trusted traditional bank and digital-first competitors such as Monzo, Revolut and Starling. Through research, survey insights and competitor analysis, the project identified that graduates value simplicity, speed, low-effort digital experiences and practical financial support.

As part of the group, I contributed to the campaign’s strategic and creative direction, including the name Sense by Barclays, the core campaign idea and visual direction. The final outcome positioned Barclays as a clearer, more supportive and digitally relevant choice for graduates, supported by audience personas, content strategy, channel planning, campaign monitoring and budget allocation.