GOHENRY
goHenry is a B2C subscription service in the FinTech space. It was founded by a group of parents in order to help young people aged 8 to 18 learn good money habits. goHenry offers a pre-paid Visa debit card and app with unique parental controls. These tools are designed to help children learn to earn, save and spend responsibly, whilst giving parents peace of mind and an easy way to pay pocket money and manage the families allowance.
The first service of its kind in the UK, the company has won many awards and is run by a stellar team including David Roche, former President of Hotels.com, and Alex Zivoder, Vice President at Lynda.com (the online learning company that was sold to LinkedIN for $1.5 billion dollars).
“These guys know their stuff. There are no airs and graces with this team – they work creatively to leverage the resources and assets of a business to ensure they get the job done.
The Crowd &I delivered a significant amount of national coverage each quarter without taking a ‘traditional’ newsroom approach. Their work helped us build up credibility and trust with our target audience. They’re smart and pragmatic and we’ve recommended them many times to others.”
DEAN BRAUER
PRODUCT & ECOMMERCE DIRECTOR
WHAT WE DID
Our approach was authentic. We were fans of the service (one of our team had signed up to use it with their children) and got in touch to see how we could help them. We agreed to work with them for a month to show what we wanted to do. Twelve months later and we are still working with them!
We changed the way goHenry was telling its story to the press. We simplified the messages and switched the focus to a case study based campaign. Knowing parents are the best role models for other parents, and that goHenry had a strong community for us to leverage, we wanted to use existing goHenry members to talk to prospective members about the benefits of the service.
This ‘parent to parent’ approach worked and the results were immediate. Our campaign racked up over 98 pieces of coverage, 48 % of which were in national newspapers – including regular double page spreads in nationals such as the Mail on Sunday and Daily Telegraph. We helped further credibility and trust for goHenry and were part of the marketing mix that saw goHenry double its customer numbersand become the clear UK market leader. All of this was done in just twelve months.
WHAT WE LOVE
goHenry give a different meaning to the phrase ‘Developed by parents for parents’. They have done an amazing job at cultivating a strong community around its brand.
The bond between goHenry and its parents was a critical success factor for our media campaign. It meant the parents were open about working with us on campaign ideas and being featured in national newspapers. We love a company with heart. And goHenry has a huge one.
