The launch of a new television advertising campaign, with the tagline Some people say it’s money that makes the world go round, we think it’s people, provided Nationwide Building Society with the foundations for a new social media campaign that would generate user-generated content that reinforced its mutual values.
The campaign, which used the hashtag #ItsPeople, launched internally first on Nationwide’s @NBSEmployee Twitter account to engage its 17,000 staff, by asking them to share a photograph of who or what made their ‘world go round’ and why.
This generated content that was, one week later, seeded on Nationwide’s external facing social media accounts on Twitter and Facebook to engage with the society’s 15 million customers, creating a six week competition to win 25 prizes of personalised mugs carrying the image they uploaded and a top award of a tablet computer.
The campaign was also promoted via the society’s Your Nationwide members’ site and emails, which allowed non-Twitter users to upload pictures directly. Each photo, and accompanying comments, was uploaded onto a gallery on Nationwide’s Facebook page, while a video of all entries was created and used on the video walls of its offices in London and Swindon.
Almost 700 entries were received, celebrating relationships with family, friends, colleagues and pets, and the purely organic campaign received more than 75,000 Twitter impressions (on a follower base of just 16,000) while its Facebook total reach exceeded 40,000.
‘With a small budget, Nationwide was able to add a nice layer of engagement to a television advertising campaign purely through organic social media and generate a high level of participation,’ said the judges.