Proving it’s Good to be Different with The Co-op Bank
Three inspiring stories. 90,000+ engagements
The Co-op Bank is unique; it’s the UK’s only high street bank with a customer-led ethical policy.
In a market where competitors could exploit higher visibility and brand awareness, the Bank wanted to increase consideration amongst consumers with their Everyday Rewards scheme; a current account proposition that rewards customers for everyday banking behaviours.
They needed a way to present it while upholding the brand mantra: ‘It’s Good to be Different’.
myclever were made responsible for the social component of the integrated campaign. It had to launch Everyday Rewards on social while leveraging the Bank’s “different” positioning to increase non-customer consideration with three distinct audience profiles.
The Co-op Bank wanted industry-beating standards for video views and engagement, while improving on their previous campaigns’ positive sentiment measurements. Additional needs included growing the Bank’s overall social media footprint and utilising Instagram to influence a more modern perception of the Bank.
We found stories of real people making a positive difference to other people’s lives and communities: a hairdresser who cuts the hair of homeless people, a woman who covers urban landscapes in colourfully knitted patterns, and a therapy group that uses dogs to help children learn to read better.
Granular targeting was pivotal in serving the right content to the right people. By considering our target audiences’ networks, their interests and lookalike audiences, we were able to build out a massive potential reach.
Such a tailored treatment meant we had to create almost 120 assets to be used and repurposed across platforms.
We served the target segments the appropriate posts, split testing copy options to gauge which ones were most popular, then optimised accordingly.
Our carefully constructed funnel served films that championed these stories before introducing the Bank’s ethical values and Everyday Rewards before a direct response stage linked to the relevant page(s) on the Bank’s website.
- 37 million Facebook impressions
- More than 11.5 million video views
- CPVV = £0.024
- 95,000 engagements
- Facebook followership increased by 29.27%
“This campaign set out to translate how the Co-op Bank is different. With the help of myclever Agency we served our audience emotive, engaging content backed up by fantastic audience insight and responsive execution to significantly increase the consideration of The Co-op Bank in the marketplace.”Alastair Pegg, Marketing Director, the Co-operative Bank