For almost 160 years, National Australia Bank (@NAB) has been helping Australians with their money, providing property hunters and homeowners with both financial support and educational tools to help them achieve the Aussie dream of owning a home.
While already a household name, @NAB wanted to continue building trust, increase brand consideration, and instil confidence that it can support Australians throughout their entire property journey. To do this, @NAB needed to establish consistent communication with property enthusiasts.
With a popular Twitter profile already, @NAB understood the power of the platform to reach active communities interested in specific topics like real estate, making it the perfect place to kickstart NAB’s property hunters’ communications campaign.
@NAB partnered with one of Australia’s most trusted property authorities, Domain (@Domaincomau), to engage with its highly receptive audience. Leveraging Twitter’s In-Stream Video Sponsorship, @NAB aligned pre-roll ads with educational content from the premium media partner to reach property hunters while they’re in a discovery mindset.
Using Twitter’s ad targeting capabilities, @NAB was also able to engage with active users who were interested in topics like #RealEstate, #Property, and #RBA, to expand the campaign’s reach. This approach allowed @NAB to speak directly to @Domaincomau’s audience of nearly 120,000 Twitter users in a brand-safe environment.