The Challenge
Barclaycard's legal department required a two-week clearance time to post any online content, including blogs and social media posts.
This hampered the company's ability to react, including for branded events such as the heavily branded BST Hyde Park music festival series. It meant that it was unable to properly capitalise on social media and topical digital posting for major sponsorships, ceding ground to rivals in the process.
The Approach
Michael said, “We engaged the legal team in a series of conversations over several months, ensuring a collaborative approach aligned with shared goals.
“Through taking appropriate care, we could pinpoint the key regulatory blockers and identify novel solutions, eventually creating a checklist which the digital team would adhere to in the future, and which through legal approval meant we could then responsively post within minutes rather than days. ”
The Result
Michael added, “This success allowed Barclaycard to better engage with its audience across digital and social media channels.
“We could use this evidence to further impress the benefits of digital content and social media to the wider senior leadership. In sectors such as finance, it is crucial to take a careful and structured approach that focuses on pushing ahead with due diligence and ensuring all key stakeholders are satisfied with the end results.”
Note: This work was undertaken prior to the founding of Faur, when Michael worked for the BBC.