You‟re dumpedSincerely, NAB- Social media at NAB- Insights from the “Break Up”
Hello.Eaon Pritchard@eaonpDirector: Digital InnovationClemenger BBDO
Be childish, be irresponsible,Be disrespectful.Be everything this society hates.
A MarketingChallenge• People are apathetic and cynical• „The big four banks are all the same‟• What do NAB want to be famo...
If it doesn‟t spreadIt‟s dead
Notes on the constructionof situationsSituationist International Issue #1 1958. 1. Orchestrators 2. Direct agents 3. Spect...
Meet Kate.• 2+ years at NAB, 7+ years as Marketer• Began in a Brand Strategy role andtransitioned to Digital Strategy andM...
*NAB had been listening and monitoringthe „banking‟ conversation for 18 months
NAB approach.• Collaborate• Encourage our people• Listen to customers• Measure everything• Test, learn, re-evaluate
The (online) Break Up.Paid media Owned media Social mediaDrive traffic to nab.com....
Break up day…
Return on investment• Banking category conversation up 66%• SOV reached 55%• Positive sentiment doubled• #1+2 trending top...
People were using „our‟ language:“You have very sexy ATMs, but… I have to break up with you”
„Brand‟ is something you get.It‟s the scoreboard, not the game‟ Mark Earls „Welcome to the Creative Age‟, 2005
Your turn…• Decide what you are FOR and AGAINST.• Stand for something your customers care about.• Find out whos IN a...
You have been watching…Eaon Pritchard@eaonpDirector: Digital InnovationClemenger BBDO
Thanks CLEMENGERBBDO
NAB social media_world_melbourne
NAB social media_world_melbourne
NAB social media_world_melbourne
NAB social media_world_melbourne
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NAB social media_world_melbourne

Slimline version of SMW Break up presentation
Published on: Mar 3, 2016
Published in: Technology      Business      
Source: www.slideshare.net


Transcripts - NAB social media_world_melbourne

  • 1. You‟re dumpedSincerely, NAB- Social media at NAB- Insights from the “Break Up”
  • 2. Hello.Eaon Pritchard@eaonpDirector: Digital InnovationClemenger BBDO
  • 3. Be childish, be irresponsible,Be disrespectful.Be everything this society hates.
  • 4. A MarketingChallenge• People are apathetic and cynical• „The big four banks are all the same‟• What do NAB want to be famous for?
  • 5. If it doesn‟t spreadIt‟s dead
  • 6. Notes on the constructionof situationsSituationist International Issue #1 1958. 1. Orchestrators 2. Direct agents 3. Spectators
  • 7. Meet Kate.• 2+ years at NAB, 7+ years as Marketer• Began in a Brand Strategy role andtransitioned to Digital Strategy andMarketing• Love my job !!!!• In another life I would‟ve loved to be ascientist or psychologist
  • 8. *NAB had been listening and monitoringthe „banking‟ conversation for 18 months
  • 9. NAB approach.• Collaborate• Encourage our people• Listen to customers• Measure everything• Test, learn, re-evaluate
  • 10. The (online) Break Up.Paid media Owned media Social mediaDrive traffic to nab.com.au home page & IB Cross-pollinate content and engagecampaign hub customers using campaign assets Conversation Leverage relationship survey to host discussion & polls linked to rational Campaign hub proof points nab.com.au/breakupHigh impact Repositoryadvertising to generate Drive awareness andawareness house stunt and letter video content Broadcasting Broadcast real-time updates and link toPaid search to leverage campaign assets.customer interest
  • 11. Break up day…
  • 12. Return on investment• Banking category conversation up 66%• SOV reached 55%• Positive sentiment doubled• #1+2 trending topics on twitter „NAB‟ and „#breakup‟•200,000+ YouTube views in one week• Lead story in mainstream news• 20% increase in transaction account opens• 35% increase in credit card enquiries• 50% increase in mortgage enquiries
  • 13. People were using „our‟ language:“You have very sexy ATMs, but… I have to break up with you”
  • 14. „Brand‟ is something you get.It‟s the scoreboard, not the game‟ Mark Earls „Welcome to the Creative Age‟, 2005
  • 15. Your turn…• Decide what you are FOR and AGAINST.• Stand for something your customers care about.• Find out whos IN and whos OUT.• Philosophy first, strategy follows.• Pick a fight with someone.• Have a mission not simply a proposition.• Use each piece of media to do what it does best.• Make media slippy not sticky.• Be informal, entertaining but still serious.• Create situations.
  • 16. You have been watching…Eaon Pritchard@eaonpDirector: Digital InnovationClemenger BBDO
  • 17. Thanks CLEMENGERBBDO

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