Woman with curly black hair looks over her shoulder behind a glass R, beside a Revolut poster dated "22-23 NOV 2024."
Submitted by Amplify

Join the Revolutionaries

Influencer Marketing

Amplify built a London venue takeover and creator led social campaign for Revolut around its customer milestone, and reports 3.9M total impressions across the work.

3.9Mtotal impressions
4.5M+organic reach from influencer content
1,663attendees
400+assets

Case in 60 seconds

Revolut reached a customer milestone while preparing a brand platform that moves it from technology and finance into lifestyle, so the moment had to build trust and acquisition rather than simply mark a number.

The campaign appears to turn on borrowed credibility, because a bank arguing for its own cultural relevance persuades less than cultural figures who have already changed their own fields telling those stories themselves.

Join the Revolutionaries invited people to look at the world differently through the stories of cultural leaders who challenged norms, casting Revolut's existing customers as a movement rather than a customer base.

Amplify ran a hype phase across social and out of home, then took over London's Outernet venue, where a free immersive exhibition built with Unreal Engine graphics told the story of cultural revolutionaries. Seven live shows put Steven Bartlett, Billy Monger, Drew Binsky, Sophie Tea and TenZ on stage, with TikTok carrying Sophie Tea and Twitch carrying TenZ, and a Charli XCX finale broadcast on Revolut's YouTube.

Amplify reports 3.9M total impressions and 4.5M+ organic reach from influencer content for the campaign, alongside 1,663 attendees recorded for the live event and 400+ assets produced across both phases.

Strategy Breakdown

Existing Revolut customers and the new audiences the brand wanted thinking about it when choosing a bank, reached through the fandoms attached to talent in music, fashion, sport, gaming, travel, entertainment and business.
Based on the available evidence, the work sits on the distance between a bank people use and a brand people care about, because financial products rarely earn cultural attention on their own terms.
Banking is chosen on trust and switched rarely, so Revolut needed a reason for people to reconsider their bank, which the page frames as a move from a technology and finance brand towards lifestyle.
Revolut acted as host and stage rather than subject, giving cultural figures a platform to tell stories to their own fandoms so that the brand was surrounded by the people its customers already follow.
Based on the available evidence, the campaign treats scale as social proof, because the customer milestone is offered as evidence of better banking that new audiences can join rather than as a corporate statistic.

Creative & Execution System

Assets & channels

  • TikTok
  • Twitch
  • YouTube

Partners

  • Amplify

Participation mechanic

  • The public entered the free Outernet exhibition rather than only customers, and fans of TenZ were given the chance to play with and alongside him in the esports tournament rather than watch the match from the audience.

Creator role

  • Charli XCX — creator
  • The Dare — creator
  • Sophie de Oliveira Barata — creator
  • Steven Bartlett — creator
  • Billy Monger — creator
  • Drew Binsky — creator
  • Sophie Tea — creator
  • TenZ — creator

Results & Evidence

MetricValue
Total Impressions3.9M total impressions
Organic Reach From Influencer Content4.5M+ organic reach from influencer content
Attendees1,663 attendees
Assets400+ assets
Live ShowsSeven live shows, featuring our Revolutionary talent, took to the stage with live broadcasts and streams going out across Revolut, Wired and talent-owned social media.

Why Amplify's strategy worked

  1. 1

    Casting talent by the values a brand wants attributed to it, rather than by reach, gives each show a reason to exist beyond promotion, which is why the lineup spanned art, sport, gaming and business.

  2. 2

    Streaming each show on the platform its talent already owns, TikTok for Sophie Tea and Twitch for TenZ, moves distribution to where the fandom sits rather than concentrating it on brand channels.

  3. 3

    Letting fans play alongside TenZ turned an esports tournament from a show into access, which suggests participation was used to make the event worth attending rather than only worth watching.

  4. 4

    Opening the exhibition free to the public widened the audience beyond customers, which reads as an acquisition mechanism because the campaign set out to drive new sign ups inside the experience itself.

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