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National Australia Bank Case Study: Achieving Quantifiable Returns with Social Media
Datamonitor, Aug 2011, Pages: 21
National Australia Bank (NAB) has turned Australia's 'Big Four' banking establishment on its head with its award-winning 'Break Up' marketing campaign. Communicating NAB’s new customer-focused, fairer banking proposition, it has resulted in impressive quantifiable returns, critical acclaim, and a revamped public image for the bank.
Features and benefits
- Overcome cynicism and earn back consumer trust by changing how the public perceive your financial services brand
- Improve customer engagement and win new business by emulating NAB’s success at creating a customer centric proposition at the roots of its campaign
- Create compelling marketing campaigns with a new appreciation of how to combine social media and traditional marketing channels for maximum impact
Highlights
- The NAB Break Up campaign has created a level of interest and excitement not often seen in banking marketing. It was a resounding success on a number of different levels, achieving critical acclaim, public praise, and, crucially, quantifiable returns for the bank.
- Along with Twitter and YouTube, the NAB Break Up campaign used a mixture of traditional advertising channels, tactical media placements, and a series of audacious live 'stunts' filmed for YouTube. These were all supported by the NAB website featuring clear advice for customers interested in switching to NAB.
- The NAB campaign has gone a long way toward achieving what it originally set out to do: win new business and offset the losses incurred by its new customer-friendly proposition, proving that a campaign initiated through social media can actually result in bottom-line returns.
Your key questions answered
- How can FS organizations reposition themselves for success at a time of low consumer trust and confidence?
- How does social media combine with traditional channels to create a powerfuly marketing mix?
- How can effective marketing impact the bottom line?
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