NatWest proves itself the champion of smaller business owners on LinkedIn

For small and medium-sized business owners, Covid-19 brought many different types of worry and uncertainty: around the virus itself, the health and safety of employees, the economic impact and the types of financial support available. NatWest Business and VaynerMedia recognised the need to respond to these concerns in the moment, at first through much needed support and reassurance - and then through helping businesses to move forward. Doing both through LinkedIn delivered a 15-point increase in the attribute that NatWest Business provides expert advice, and an 11-point rise in the attribute that supports UK business.

Challenge

•   Communicate clearly and succinctly to reassure business customers
•   Reduce the pressure on call centres and help customers get information quickly
•   Move from a response phase to forward-looking content rooted in business owners' most pressing questions
•   Demonstrate that NatWest is the bank to support UK businesses

Solution

•   Two-phase campaign using LinkedIn data to first target existing customers and then reach a wider SME audience
•   Carousel Ads communicating NatWest Business' range of support services
•   Adapting the New Now video series, hosted by Steph McGovern, featuring interviews with SME owners on key topics
•   Video content from NatWest Business Growth Enablers answering customer questions directly

Why LinkedIn?

•   Power and flexibility of LinkedIn targeting: able to reach both existing customers and relevant SME owners at scale
•   The platform business owners visit to find information and see how their peers are responding
•   Proven environment for building brands through content

Results

•   13M impressions in six months
•   2.5M video views with over 428,000 engagements
•   15-point increase in attribute that NatWest Business "provides expert advice" among decision makers on LinkedIn
•   11-point increase in attribute that the bank "supports UK business"