ABOUT

MARKETING STRATEGY TO HARNESS CUSTOMER ADVOCACY FOR A FINANCIAL SERVICES BRAND

OUR CHALLENGE: First Direct commissioned us to communicate their great customer service record to the public.

OUR INSIGHT: Fiercely loyal, First Direct’s customers are the bank’s greatest asset. We carried out social listening which revealed that although there was hugely positive customer sentiment online for the brand, this was fragmented across thousands of websites and was not being fully exposed to prospects

OUR SOLUTION: We developed a highly visual dynamic digital experience where visitors could see live comments gathered from networks, forums and blogs. This was aggregated to give a sentiment score based on whether the comments were positive, negative or neutral. This brave, radical idea was an industry first , showing First Direct to be a bank that was open, transparent and, ultimately, trusted and recommended by its customers.

OUR RESULTS: Acheived 1.6 million online views. The concept also garnered extensive coverage in the national press and won an Econsultancy Innovation in Online PR Award.

“Wonderfully transparent campaign for a bank pushing past the conventional boundaries which will become a widely used case study for effective online PR.” - eConsultancy Judging Panel

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