Post Office Money ‘Spend Well, Save More’

Content Marketing, Campaign & Engagement

An award-wining campaign that enhanced awareness and engaged target audience in a value-driven digital content strategy.

Post Office is one of the best known and most trusted British institutions, principally known for its Retail and Mails services. However, it also offers a range of financial services products, including a legacy of savings accounts going back over 150 years.

Post Office wanted to raise awareness of these products while also providing credible and relevant advice-led content that was relatable and authentic for its audiences.

Lansons, a trusted partner of Post Office Money for the last 13 years, worked with them and other partner agencies to devise the award-winning ‘Spend Well, Save More’ campaign in response.

Through qualitative and quantitative research, a target audience of 13.1m aspiring and wannabe savers was identified.

It was concluded that the best way to engage them was with a robust programme of digital media built from a deep understanding of platform, format and audience consumption. The integrated campaign looked to evolve the narrative around savings in the UK; focusing on focus on people’s relationship to spending consciously as a mechanism for eventual saving, rather than simply going without.

To do this, a team of influencers was assembled to act as campaign ambassadors/subject matter experts; each would give advice on how to save money in a different area of life (e.g. groceries, travel). They were dubbed the Post Office ‘Save More Squad’.

A range of digital assets were develop using the Squad (Videos, Gifs, hosted engagement tools, How-To videos, stat based graphics etc) and implemented across multiple owned and social channels, all designed to appeal and drive the desired outcome of the campaign (engagement / click to site) with retargeting throughout to increase frequency and drive ongoing engagement deepening brand association.

This was complimented by in-depth research into the UK’s savings opportunity that was shared with key media targets as part of the campaign launch.

The campaign significantly increased awareness of Post Office’s savings offering (12% increase over three months) without any other marketing activity.

The campaign also won an award at the Corporate & Financial Awards and was shortlisted for a number of high-profile others such as The Drum PR Awards.

 

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