Home Hustle x Santander – Turning side hustles into house keys.

Idea: 

To amplify Santander’s ‘My First Mortgage’ offering we commissioned a nationwide ‘Home Hustle Economy’ research study that explored and celebrated the ambition and ingenuity of a generation, finding new ways to save for their first home. 

From personalised products to passion projects, the campaign shone a light on the creative ways young Brits are side hustling towards home ownership – all brought to life through research, case studies and influencer partnerships. 

Execution:  

Working with consumer research, we uncovered the side hustles young Brits are using to get onto the property ladder, creating a strong news hook and forming the basis of a hero press release. 

To bring the findings to life, we partnered with four case studies who shared how their side hustles helped them achieve homeownership, providing relatable, human-led stories for media outreach. 

The campaign was amplified through social content with two influencers who are side hustling their way towards homeownership, creating authentic and inspirational content that resonated with the target audience. 

Results:  

The campaign delivered 232 pieces of coverage, including standout features across The Times, Metro, Mirror, The Star, Express and JOE. 

Coverage generated more than 163.6 million reach, while the social influencer content gained more than 176,000 views and more than 6,000 positive engagements.