Position a major UK bank as the ‘go-to’ source of expertise for small and micro businesses, and increase web traffic to its business guides.
Audience insight identified a lack of confidence in decision-making abilities – coupled with ‘information overload’. To cut through the noise, we built an ‘always on’ multi-channel content programme that offered quick, credible answers to the questions our research told us mattered most to this audience. We developed:
- social media assets including videos, motion graphics and polls
- snackable content for in-channel engagement
- clear signposts to more detailed guides.
Activation included organic and paid for social media and native advertising activity. At launch, all video view-through rates performed above benchmark.