Starling Bank: #MoreMobile
Purple Goat Agency ran an influencer campaign for Starling Bank with 18 disability influencers across Facebook, Instagram and TikTok, reporting 4,273,603 impressions.
Case in 60 seconds
Starling Bank needed widespread awareness and education around its app among the disabled community, which meant establishing itself as an accessible and relevant banking option rather than only broadcasting product messages.
The campaign appears to turn on the reading that accessibility claims about a banking app carry weight only when disabled customers demonstrate the features themselves, because switching banks is a practical decision made on lived usability rather than brand promise.
Place the case for Starling in the hands of disabled influencers describing their own switch and their own use of the app, so the accessibility argument arrives as personal experience rather than as brand claim.
An influencer campaign featuring 18 disability influencers with a range of disabilities and impairments, each speaking on Facebook, TikTok and Instagram about switching to or using Starling Bank, with many naming favourite app features and the accessible features and perks that make banking easier for themselves and the disability community.
Purple Goat reports 113 pieces of content, 4,273,603 impressions, 1,948,722 engagements and 5,884 clicks, describes significant over delivery on content and positive sentiment throughout, and names TikTok as the source of some of the most engaging content.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- TikTok
Partners
- Purple Goat Agency (lead_agency)
Creator role
- 18 disability influencers
- influencers and ambassadors
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| clicks | 5,884 Clicks | traffic |
| engagements | 1,948,722 Engagements | engagements |
| impressions | 4,273,603 Impressions | impressions |
| influencers | 18 Influencers | creators_count |
| pieces of content | 113 Pieces of Content | content_pieces |
Why Purple Goat Agency's strategy worked
- 1
Casting for a range of disabilities and impairments rather than a single condition appears to widen the number of usability angles the content can cover, because each creator demonstrates the features that matter to their own banking routine.
- 2
Where a campaign asks creators to explain a product they actually use, the reported over delivery on content suggests the brief gave them something of their own to say rather than a script to read.
- 3
Feeding influencer insight back into Starling's product roadmap turns a paid campaign into a research input, which extends its value past the reported impressions and engagements into development decisions.
