Making an impact with The Co-operative Bank
37 million Facebook impressions.
As the UK’s only high street bank with a customer-led ethical policy, The Co-op Bank is unique.
The financial sector is flooded with competitors who have high visibility and brand awareness. The Bank therefore wanted to grow consideration amongst consumers with their unique current account proposition: the Everyday Rewards scheme, a current account built with their customers, rewarding them for everyday banking behaviours.
The proposition was anchored by the brand’s tagline, and brand mantra: ‘It’s Good to be Different’.
We were given responsibility for the campaign’s social elements. It meant launching the Everyday Rewards scheme on social media, while putting the bank’s “different” positioning at the fore to increase consideration with non-customers made up of three distinct audience profiles.
We had to generate engagement with industry-beating standards for video views. As well as this, we had to improve on the Bank’s positive sentiment measurements for previous campaigns. Additionally, the Bank were keen to grow their overall media presence by establishing themselves on Instagram to show off their modern credentials.
We used an investigative approach to track down stories about real people who make a positive impact to the lives of people and communities.
We found 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.
Optimising our campaign with granular targeting was vital so the right people were served the right stories. By analysing the networks, interests and lookalike audiences of our target profiles, we built a campaign with huge reach potential.
This tailored treatment required the creation of over 100 assets to be distributed and adapted across social channels.
By split testing copy options we served the target profiles varying posts and measures those that performed best to improve the campaign and optimise it on the fly.
We served the target segments the appropriate posts, split testing copy options to gauge which ones were most popular, then optimised accordingly.
Our funnel was carefully constructed to tell a sequential story; serving the hero films before introducing the Bank’s customer-led ethics and the Everyday rewards scheme. We then finished with a DR stage that linked to the associated section of The Co-op 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%