Lansons

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CASE STUDY

Shawbrook Bank

Dominating share of voice amongst mortgage brokers at the Commercial Finance Expo 2015

Dominating share of voice amongst mortgage brokers at the Commercial Finance Expo 2015

Challenge

To re-establish relationships and appeal to new mortgage brokers at the Commercial Finance Expo 2015, and gain dominant share of voice on Twitter during the event.

Advice

Use social media to re-establish relationships with mortgage brokers at the Commercial Finance Expo 2015, appeal to new mortgage brokers, and gain dominant share of voice on Twitter during the event. No easy feat as competitors Aldermore Bank and Close Brothers had heavily invested in a presence at the exhibition and brokers are notoriously hard to engage via social media.

Ideas

We launched the #ShawbrookStandsWithYou campaign and employed a host of creative ideas to capture people’s attention, create content and interaction, and merge the physical and digital worlds.

This involved capturing content throughout the event to use on social media, whilst running on-site incentives to generate social engagement. Therefore increasing post-event social engagement to drive business objectives, seeking return on investment:

Mortgage brokers were invited to have a feet selfie taken with Shawbrook Bank staff members. By standing on lion paw prints, inspired by Shawbrook Bank’s branding, a picture was taken along with a short testimony. Free branded socks were handed out to encourage more people to have a “feet selfie”

The Lansons Live film crew captured interviews with top brokers, including the CEO of the NACFB.

Results

Shawbrook Bank enjoyed 22% share of voice during the event, Aldermore Bank had just 2%;

The whole event generated 478,410 impressions, the campaign achieved 105,250 impressions;

Of 351 mentions of the event hashtag #CFE2015, 78 mentioned #ShawbrookStandsWithYou;

Large numbers of key brokers and members of the media joined in with the campaign. Shawbrook Bank has continued conversations with these brokers to potentially establish business.