The Challenge
How do you cut through in a financial services sector dominated by technical language and product-led marketing?
That’s the challenge Funding Circle overcame in this B2B marketing campaign, and one that we helped bring to life with video.
Our goal was simple: to create an engaging day-in-the-life video that builds trust with small business owners – and sits at the heart of a B2B marketing campaign targeting that exact audience across socials.
“We wanted a fresh way to show small business owners that we understand their fast-moving world and the pressures they face. Featuring Diane’s day-to-day helped us experiment with a new content format to start delivering on a broader strategy of authentic, relatable storytelling.”
– Funding Circle
The Approach
We followed a real business owner through their working day. In this case, our own founder, Diane Earnshaw.
There was no script to follow; just a camera and a typical working day. We filmed Diane on her commute, doing admin tasks, taking work calls, presenting to clients, and conducting an interview (as seen in the image here).
We then recorded a voiceover so Diane could narrate the day in her own words and reflect on the realities of running a small business.
In the edit, we tied everything together, bringing in music, graphics, and captions to highlight key moments and deliver a final 40-second video.
The Impact
In this project, Funding Circle wasn’t the hero of the story; their customer was – and that’s the distinction that made all the difference.
The content feels less like marketing and more like a window into a real business – and that’s what good B2B storytelling does. It gives Funding Circle the ability to build trust and credibility with their audience.
An established financial services brand choosing real voices over scripted content says everything about where B2B marketing is heading:
Authentic storytelling is winning!
“We wanted a fresh way to show small business owners that we understand their fast-moving world and the pressures they face. Featuring Diane’s day-to-day helped us experiment with a new content format to start delivering on a broader strategy of authentic, relatable storytelling.”
– Marketing, Funding Circle
