Brand planning and activation -
case study

One of our clients is a major high street bank who had been reliant on the same customer acquisition and retention techniques for years. They had failed to recognise that as a result of technology consumers now engage with brands in a different way.

We demonstrated that communication with consumers is now two-way, with considerable sentiment now being expressed about brands online through blogs, forums and social networks and that the failure to embrace this would result in a continued decline in relevance and customer consideration.

Given the increased negativity being expressed about banks by consumers our client had to take action to stop the decline in their acquisition and retention levels, which had worsened by over 15% in the preceding 12 months.

We identified the most influential consumers and engaged with them to understand the frustrations that were motivating them to be negative about the brand. Our client now regularly has open discussions with these customers which has resulted in considerably less negative sentiment being expressed about the brand. Retention levels have improved by more than 10% since this strategy was implemented.

Our client now retains us to track sentiment expressed about the brand by consumers versus their competitors on a monthly basis. From this analysis we track the improvement in positive sentiment versus their competitors and adjust communications accordingly.