Kiwibank is pleased to announce the launch of The KB Series, a digital collaboration with social media content producer, Jamie Curry.
The KB Series, the first independent social media campaign produced by Kiwibank, will follow Jamie on her journey from Napier to Auckland as she pursues her career in acting and producing entertaining content for her legion of fans.
Jamie, 18 has built an army of devotees over the past three years, creating comedic skits showcasing the ups and downs of her life as a school girl living in rural Napier, shared via multiple social media channels under the name Jamie’s World.
Using nothing more than a web cam, Jamie has created hundreds of episodes featuring hilarious moments only a teenager can relate to. Adept as editing her material and timing cuts perfectly, her material is consumed by millions of people around the world.
Having cultivated a vast following across several channels (10m fans on Facebook and almost 1.5m subscribers on YouTube) Jamie has rapidly become one of the most influential and recognised teenagers in the world. She was recently noted as one of the most influential Kiwis’ on social media, rubbing shoulders with Kiwi superstars, Lorde and Dan Carter.
The KB Series epitomises the changing landscape of social media and content production, with Kiwibank developing and creating every piece of content with Jamie, leaning on her natural style and flair for comedy, to produce a series that is authentic and collaborative.
With key themes including decision-making and momentous milestones, the six-episode campaign will navigate the often challenging obstacles that people aged 18 – 25 face. The thread of financial literacy and smarts weaves its way through every episode, mirroring Jamie’s personal experiences.
Kiwibank’s General Manager of Marketing, Nicky Ashton, said: “We are delighted and proud to be leading innovative content with an influential person like Jamie. Our partnership with Jamie symbolises how relationships in media are changing and that the consumer wants to share a more genuine approach to content. Her refreshing and authentic delivery combined with her responsible and savvy outlook on life made her the perfect fit with Kiwibank.”
This is not the first time Kiwibank has taken an original approach to encourage engagement. Last year as part of The Block NZ partnership and in a New Zealand first, Kiwibank teamed up with TV3 to create Block Out Live. The bingo-style game was channelled via Facebook and introduced an interactive element to the popular TV show.
Kiwibank also teamed up with The Block NZ 2012 winner, Ben Crawford and his fiancée Kylie, to follow their journey to build their dream home. The 12 episode series captured the highs and lows of their ambitious project, capturing raw moments and life changing decisions.
The shared approach will continue during publication, with both Kiwibank and Jamie’s World sharing the trailers, episodes and exclusive content across YouTube, Facebook, Twitter, Instagram and Snapchat.
The campaign will also feature interviews, behind the scenes footage and other useful holistic content for the 18-25 target audience, housed on Kiwibank’s online platform, Inner.Kiwi. The platform is a hub for all of the bank's customer content as well as communications about what it means to be independent.
The relationship with Jamie also marks the next phase of the independence campaign, following a series of TV adverts showcasing stylish moves from personal and business banking customers, dancing to celebrate their journey on the road to independence.
Launching with a trailer on 6th July and the first full episode on the 20th July, the campaign will run for 10 weeks.
For further information, interviews and images contact:
Katie.Byrne@kiwibank.co.nz04 816 1525
General Manager Marketing – Nicky Ashto
Head of Marketing Communications and Content – Regan Savage
Social Media Editor – Katie Byrne
Creative Agency: EightyOne
Account Manager - Steph Patton
Director – Matt West
Production agency: Stem Creative
Director - Glen Puklowski
Producer - Kat Lintott
DOP/Editor - Ben Forman
Talent Managers: Johnson and Laird Management
Manager – Anna Lawrence