The Cash Conversation

caba, a financial wellbeing charity for ICAEW accountants, was seen by under-30 members as a service for older colleagues nearing retirement, so young accountants were not engaging even though caba's own research found 49% of them worry regularly about their financial security. Money worries remain a taboo, discussed more readily with online creators than with employers or institutions. Bottle's research sharpened the point: young accountants look for personal finance guidance on social platforms, not on traditional advice sites or charity channels, so the work had to live in creator-led, short-form formats.

Bottle built an original podcast series, The Cash Conversation, tackling money taboos with financial influencer That Money Guy alongside caba's own wellbeing experts. Pairing an external creator with in-house expertise bought reach and credibility with under-30s without losing the charity's authority. Episodes were repurposed into short-form clips across PESO channels including TikTok, Instagram and YouTube, supported by earned media outreach, so one flagship asset fed every channel on a charity budget.

The approach worked because channel strategy followed observed audience behaviour and framing money worries as a taboo to break gave earned media a news hook. Bottle reports a launch into the top 25% of UK podcasts in week one, over 200,000 social impressions, 100% brand mentions in earned coverage, a +459% rise in website traffic and more enquiries from young accountants; all figures are agency self-reported and the launch date, baselines and methodologies were not disclosed.