When Nationwide launched FlexOne, a current account tailored to youths under the age of 18, it recognised the need to address the target audience's desire for practical, simple financial advice outside of a formal classroom or lengthy leaflets. The brand teamed up with YouTube to launch a brand-new channel, Money Stuff. Featuring a host of A-list vloggers, the channel's fun and informative content includes 10 original short films and five animations.

Goals

  • Raise awareness and positive sentiment of FlexOne account among 13- to 17-year-olds

Approach

  • Created Money Stuff channel on YouTube, featuring 10 vloggers and five animations
  • Implemented TrueView advertising to drive awareness

Results

  • 1.8 million organic video views, 3.6 million paid for views
  • 14% growth in awareness among target audience
  • 27% increase in page views of FlexOne webpage
  • Over 99% positive sentiment
  • Positive uplifts in brand image among target consumers
Published
November 2015
Topics

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Nationwide recently launched FlexOne, a current account tailored to youths under the age of 18. Research revealed the customer journey for this kind of product was collaborative; parents tended to lead the actual sign-up process in branches, but the task of conducting research online typically fell to the youth consumer.

While Nationwide believed that the product lead messaging would need to be relevant for parents, it recognised the need to address the target audience's desire for practical and simple financial advice outside of a formal classroom or lengthy leaflets.

Engagement in a credible environment

With credibility integral to the goal of driving positive brand sentiment, Nationwide understood its messaging needed to be bespoke and relevant. Coming across as patronising or cringe-worthy wouldn't reflect well on the brand and would only alienate this key audience.

On that basis, Nationwide teamed up YouTube to launch a brand-new channel, Money Stuff. Reaching over 97% of 13- to 17-year-olds in the UK every month, YouTube stood out as the obvious destination for marketing Nationwide's new youth account. With subscribers in the millions, YouTube vloggers can deliver more views than television channels and command significant influence in FlexOne's target audience.

Advice from the people kids trust

Nationwide based the campaign around the insight that our teenage years are filled with many firsts, such as dates, jobs, holidays and the like. While these are all exciting milestones, they're also known to cause a lot of anxiety about getting it right.

The bank collaborated with Havas Media, Channel Flip and Google's finance category specialists to create a fresh new channel identity. With a unique voice and focus, the Money Stuff YouTube channel aimed to show the lighter side of finance and money management. The content included five animations and 10 short films starring a host of A-list YouTubers such as Tomska, Emma Blackery, DanIsNotOnFire and KickThePJ. Nationwide then initiated a TrueView campaign on YouTube to stimulate awareness of the activity.

Results show the messaging resonates

Awareness of Nationwide and FlexOne grew by 14% amongst 13- to 17-year-olds, while page views of the FlexOne webpage increased by 27% during the campaign. The Money Stuff channel won 1.8 million organic video views with a total watch time of 6.1 million minutes.

"The brand tracking study that we undertook showed a 46% increase in Nationwide as the most popular financial brand within this audience and also a 25% increase in trust amongst the audience," reveals Nationwide Senior Manager for Digital Marketing, Alex Bennett. "It also showed over 99% positive sentiment, which is unheard of within financial services." What's more, brand tracking demonstrated a 30% uplift in Nationwide being viewed as a fun brand by the target audience.

Nationwide's paid media activity delivered an additional 3.6 million views, surpassing the campaign target by 300,000 views. Best of all, Money Stuff amassed a 20,000-strong following in the form of YouTube subscribers in only two months. Based on these results, Nationwide reports that Money Stuff is here to stay with broader initiatives currently in the works.