2017 Bronze Best use of search

MEC UK

Client: Nationwide

Making first time buyers feel at home with Nationwide

Campaign overview

Nationwide have a reputation for good customer service.

With first to market products such as Nationwide Now, they wanted to ensure potential and existing members were aware of the options available when they needed them.

Strategy

MEC UK started by reviewing and mapping search trends and Google data against in-branch data to fully understand the opportunities for the Nationwide Now service.

Across all products, mortgages stood out with relevant searches peaking on weekends, bucking the financial sector trend. This was driven by people viewing houses without a mortgage who then wanted mortgage advice immediately.

This is not a service other banks offer.

It was identified that it was first time buyers behind the search by using a mixture of demo insights and keyword intent.

The analysis showed that first time buyers were not being valued high enough using the traditional online only, 'last click' model. As a key user group in terms of longevity and increasing membership, they were vital – MEC UK had identified the perfect moment to talk to them with a service they wanted.

Creativity

The creative thinking was simple: learn the journeys customers want to take and give them the choices to support their chosen route, support them in the process and remove the barriers associated with first time buyers buying a home.

Using custom-built, MEC tools, the team mapped online mortgage application vs in-branch visit data, bringing to life the user journey beyond search.

This identified the key audience - first time buyers - to target due to their different behaviours, allowing opportunities to recommend a branch visit or the Nationwide Now proposition.

With the use of informative ad copy and visuals, the team were able to bring to life the offering and location details to show how close their nearest bank is – meaning first time buyers had the ability to engage with Nationwide in the way that most suited them.

Results

First time buyer PPC traffic increased 70%, with subsequent in-branch visits increasing 30%.

Mortgage DIPs through this audience doubled while investment remained static.

Moreover, Nationwide could assist first time buyers, facilitating their preferred journey rather than a solely online one.

Team

Helen Hambly (Performance Director) MEC UK Mark Thelwall (Social Media & Digital Marketing) Nationwide