#CyberMonday generates millions of Tweets each year, as businesses and brands boast about their best deals, and shoppers discuss their wish lists.
The day can also generate trouble, with fraudsters taking advantage of people who aren’t savvy about shopping online. To help people avoid online fraud, HSBC UK (@HSBC_UK) created a unique video campaign. Knowing that Twitter is where people go to talk about #CyberMonday, the bank put its message at the heart of that conversation.
@HSBC_UK partnered with “Countdown” (@C4Countdown) presenter and Oxford maths graduate Rachel Riley (@RachelRileyRR) to show just how sophisticated fraudsters can be, and to share tips for staying safe. On the Saturday before Cyber Monday, @RachelRileyRR Tweeted the campaign’s first video, in which she confesses that she’s bad at maths. This totally convincing confession is actually a fake, created with manipulated sounds and images.
On Cyber Monday, @HSBC_UK followed up with a video revealing the fakery, and reminding shoppers to be sure before they click. By running a First View, @HSBC_UK made sure that everyone on Twitter in the UK saw its video in the top ad spot that day, #CyberMonday.
To reinforce its message later in the day, and through the lead-up to Christmas, @HSBC_UK retargeted users who had seen the First View with further video content.