An integrated campaign built to make every voice count, and matter

The challenge

Each year, the Financial Services Union (FSU) runs its national Have Your Say for Better Pay marketing campaign: a member-led initiative designed to strengthen its position in pay negotiations across the financial banking sector.

In 2025–26, the ambition was to amplify participation, broaden engagement and create a clearer pathway from survey engagement to union membership using.

The objective: deliver an integrated campaign with digital marketing at the heart that would increase visibility, deepen engagement and turn participation into measurable growth.

We developed a visual identity and a structured communications funnel aligned to four stages: Awareness, Consideration, Conversion and Advocacy – ensuring every touchpoint had a defined purpose.

Audience-led messaging

We framed the campaign around personal impact:

• For members: Your voice shapes your pay and benefits.
• For non-members: You’ve had your say – now join to make it count.

This kept the focus on individual priorities while reinforcing collective strength.

Targeted LinkedIn activation

We implemented a phased LinkedIn strategy including:

• Launch-phase awareness ads
• Sponsored direct invitations
• Retargeting creative for engaged audiences
• Conversion-focused messaging aligned to key milestones

Creative formats were mapped to audience behaviour, ensuring media spend worked harder at each stage.

The 2025–26 DMA nominated marketing campaign delivered measurable impact across awareness, engagement and recruitment.

• Significant uplift in LinkedIn engagement, with double-digit increases in click-through rates compared to previous activity
• Increased traffic to campaign landing pages, driven by email marketing, targeted paid and QR-led offline activity
• Stronger non-member engagement, supporting a clear pathway from survey participation to membership conversion
• Improved attribution visibility, giving FSU clearer insight into channel performance and conversion drivers.

Most importantly, the campaign reinforced FSU’s visibility and credibility at a critical time in pay negotiations, ensuring member voices were both heard and counted.

What began as an annual survey drive evolved into a more structured, measurable participation framework – one that can be refined and repeated year after year.

At Ebow, we believe engagement should translate into influence.

For the Financial Services Union, that’s exactly what this campaign delivered.