Great City Games
Taking Manchester’s CityGames to the World
The Co-op Bank is on a mission to establish itself as a more modern, progressive financial institution. With its headquarters and spiritual home in Manchester, Great CityGames - hosted in the city - was the perfect opportunity to show off this contemporary attitude. As well as sponsoring the event.
myclever were made responsible for the social component of the integrated campaign. It had to launch Everyday Rewards on social while leveraging the Bank’s “different” positioning to increase non-customer consideration with three distinct audience profiles.
The Co-op Bank wanted industry-beating standards for video views and engagement, while improving on their previous campaigns’ positive sentiment measurements. Additional needs included growing the Bank’s overall social media footprint and utilising Instagram to influence a more modern perception of the Bank.
We found stories of real people making a positive difference to other people’s lives and communities: a hairdresser who cuts the hair of homeless people, a woman who covers urban landscapes in colourfully knitted patterns, and a therapy group that uses dogs to help children learn to read better.
Granular targeting was pivotal in serving the right content to the right people. By considering our target audiences’ networks, their interests and lookalike audiences, we were able to build out a massive potential reach.
Such a tailored treatment meant we had to create almost 120 assets to be used and repurposed across platforms.
We served the target segments the appropriate posts, split testing copy options to gauge which ones were most popular, then optimised accordingly.
Our carefully constructed funnel served films that championed these stories before introducing the Bank’s ethical values and Everyday Rewards before a direct response stage linked to the relevant page(s) on the Bank’s website.
- 37 million Facebook impressions
- More than 11.5 million video views
- CPVV = £0.024
- 95,000 engagements
- Facebook followership increased by 29.27%