Mumsnetters aren't shy with their criticisms when something appears on their site that doesn't strike the right tone. We were trying to engage them while the reputation of the banking industry was sinking to an all-time low.
Redwood built a detailed picture of the typical Mumsnetter: responsible for family money decisions but struggling with the increased complexity of this role. Many of the target audience also had entrepreneurial aspirations.
All the content we produced was therefore designed to be warm, positive and authentic, as well as genuinely helpful. Wherever possible, it featured Mumsnetters themselves, to ensure it was trusted completely by the audience.