Case Study: Profile

How we implemented a multi-layered profile-raising program to help highlight MONEYME's innovative technology, products and platforms

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BlueChip was approached by MONEYME, a digital consumer lender and ASX-listed fintech company offering fast and easy credit products, to implement a multi-layered profile-raising program that included pitches highlighting the innovation behind their technology, products and platforms. 


Throughout FY2021 and FY2022, BlueChip helped MONEYME build significant relationships with top tier mainstream journalists, elevate its social media presence and produce compelling content in an omni-channel approach targeted at a growing millennial customer base.


This included:

  • product marketing support
  • co-creating six monthly consumer utility campaigns that have the potential to drive acquisition
  • generate media coverage while giving MONEYME an online asset that can be used in subsequent campaigns.   


In the last 12 months, BlueChip helped MONEYME achieve:

  • 340 pieces of coverage
  • which were secured across mainstream (35%) and trade (65%) media
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Built by Generation Now,
for Generation Now

MONEYME is a digital financial service company that offers fast and easy credit products to tech-savvy Australian consumers and businesses. With their advanced tech-driven platform, their experience provides consumers with a seamless online process done in minutes via mobile.

Founded in 2013, MONEYME’s mission is to help democratise access to personal loans by taking on the Big Four banks, building its organic profile in the Australian market and supporting its aggressive growth strategy.

A multi-layered profile-raising PR program

Workstream 1 – Corporate and financial activity

A multi-layered profile-raising PR program that included current financial calendar / ASX announcements, corporate news and off-and on-the-record, "framing" insight commentary. This used business milestones, events and announcements and included the broader industry, economic and social annual cycle /events.


Workstream 2 – Product, marketing support and opportunistic consumer activity
A program that married PR activity to product developments, launches, marketing campaigns and seasonal opportunities to generate momentum. This was supported by co-created consumer, corporate and industry vertical targeted approaches including newsjacking and included might “launching” initiatives like Surf & Stitch to help drive buzz, working with influencers and ambassadors.


Workstream 3 – Utility projects

Co-created six-monthly consumer utility campaigns that have the potential to drive acquisition and generate media coverage over a sustained period as well as giving MONEYME an online asset that can be further used in subsequent campaigns.

Positively impacting stakeholders

The MONEYME Group is proud of its Environmental, Social and Governance (ESG) focused approach, reflecting on its ongoing commitment to having a positive impact on the community, employees and the environment. By focusing on deepening MONEYME’s relationships with select financial services journalists, we were able to build a concerted campaign highlighting the traction that MONEYME was getting in its quarterly results announcements, leading up to its landmark acquisition of Australian consumer lender and fintech darling SocietyOne.


The exclusive we secured with James Eyers at the AFR was one of the most well-performing articles of coverage for MONEYME, a long-form feature that ran in December 2021 across AFR print and digital. You can read the full article here

Key Stats


pieces of media coverage


mainstream media coverage


trade media coverage

BlueChip Communication are serious about empowering our clients with the information and strategy they need to achieve their profile, growth and protect objectives

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