Lloyds Bank uses Twitter to connect with customers’ emotions
A new UK-wide advertising campaign featuring the return of its iconic black horse gave Lloyds Bank (@AskLloydsBank) the opportunity to use Twitter to connect with a new generation of customers getting ready to make their next big life decision.
Using the hashtag #ForYourNextStep, the campaign built emotional links with audiences by offering support and advice connected to key moments in their lives, from marriage to home ownership. Through a combination of engaging and targeted content, @AskLloydsBank drove meaningful interactions with customers and increased positive sentiment for its brand.
Connect through targeted content.
@AskLloydsBank connected directly with different audiences through a series of highly targeted images aimed at customers embarking on the next big steps, such as buying their first home, selling their current home or having a baby.
Make your TV ad go further with Promoted Video.
Promoted Video showing clips of its new TV ad featuring the iconic black horse helped @AskLloydsBank drive engagement and increase awareness for its creative campaign amongst Twitter followers.
Give a peek behind the scenes.
@AskLloydsBank appealed to Twitter audiences by sharing a series of short and engaging behind-the-scenes videos. Theses showed how the black horse was trained on the set of its new TV ad. Including a Twitter Amplify post-roll helped boost brand awareness.
@AskLloydsBank achieved its goal of using promoted content to reach and engage with customers on Twitter by receiving 4.1 million video views, at a cost per view of £0.02, and 244,000 Tweet engagements. Overall, the #ForYourNextStep campaign achieved a 37.02% engagement rate and 23.3 million impressions. People who engaged with the campaign were five times more likely to recall an @AskLloydsBank Tweet and were twice as likely to build a positive association with the #ForYourNextStep hashtag.
Amplifying our new #ForYourNextStep campaign on Twitter gave us the opportunity to interact and engage with our target audiences and build a distinctive position. We’re delighted with the results and will be using this as a basis for Twitter campaigns going forward.
Brands are connecting with people on Twitter in unique and creative ways. And so can you.
Successful marketing efforts start with knowing your audience. Twitter's tools help you to dig deep.