Ubank has launched the next iteration of its Feel-Good Fashion Fund social campaign, promoting Ruby Pedder’s collection of ready-to-wear streetwear and couture pieces.
The Feel-Good Fashion Fund provides a $30,000 cash injection to support the next generation of Australian designers with financial backing and mentorship to accelerate their business.
Ubank's chief product and growth officer Andrew Morrison said the initiative was born out of the in-house marketing team’s need to compete with a smaller budget, reach and awareness than many competitors.
“This is an innovative way to enhance Ubank’s appeal to young women whilst talking to them about feeling good about their finances and becoming more successful with their money,” he told AdNews.
“By leveraging elements that resonate deeply with our audience, such as clothing and self-expression we created access to a space untapped by traditional banks, allowing us to create a more engaging and meaningful experience for our young female customers.”
Pedder, the Feel-Good Fashion Fund’s 2024 winner, said this collaboration with Ubank has opened the doors to new opportunities and firmly put a spotlight on her brand.
“The financial support from Ubank has allowed me to explore ready-to-wear production while staying true to my artistic vision,” she said.
“Beyond money, the mentorship opportunities with Ubank are helping to develop my business and marketing skills, which are areas of growth that will set me up for success over the longer term.”
Ubank’s social campaign is giving away $50,000 worth of Pedder’s streetwear in 150 prize packs to new customers.
Morrison said Ubank is making a meaningful impact in the creative industry.
“Last year’s social campaign for Ubank’s Feel-Good Fashion Fund was very successful achieving a combined reach of 2.2 million across organic and owned posts and paid influencer posts on Instagram,” he said.
“This year, the Feel-Good Fashion Fund collaboration enabled Ruby Pedder to create her first mass-produced ready-to-wear ‘elevated streetwear’ pieces.
“This is core to Ubank’s broad marketing campaign, which aims to increase new customer acquisition while strengthening awareness and engagement among female and fashion-forward audiences on social media.”
Ubank, which has a strong appeal with Gen Z and millennials, has become the most followed Australian bank on TikTok.
Morrison said driving social campaigns through an in-house team gives Ubank the flexibility and responsiveness it needs to navigate a fast-paced social landscape.
“To date we have seen fantastic engagement with the social activations we’ve put into market for the Feel-Good Fashion Fund campaign, and these are supported further by PR driving earned media and a collaboration with Harper’s Bazaar and the Australian Fashion Council,” he said.
“I believe the team’s ability to ideate and deliver impactful campaigns that surprise and delight is why our social engagement is so strong and why Ubank is the most-followed Australian bank on TikTok with 219,000 followers – and growing.”
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