NS&I's reputation rose positively across two measures after we smashed our targets and achieved over 500 pieces of high-quality coverage for their autumn Savings Survey.
The challenge
Our challenge was to deliver a fresh campaign covering new ground for our client. After delivering more than 25 surveys over five years, we needed to find new and engaging topics which would appeal to our target audience and stand out from the competition in an increasingly crowded environment.
The response
To help achieve these objectives, we conducted extensive research of past NS&I surveys to see what themes had been popular. As a result, we focused our story on the affordability of Christmas - a story which had previously worked well and which would allow us to compare data. We extended this research to examine savings trends and how financial issues were affecting New Year’s Eve celebrations. We used these findings to create national and regional releases using the strongest local statistics. Additionally, we drafted top tips on how to save money, and created a digital report outlining key saving trends. Finally, we hit the phones, pre-briefing key journalists before the embargo was lifted and sourcing customer case studies.
Results
NS&I's YouGov Buzz Index score rose, highlighting consumer positivity, and the Millward Brown Impact score increased by almost 1,000 points after the survey was issued. Coverage included interviews with BBC Your Money, ITV News and Sky News Radio. National print coverage appeared in the Guardian, Times, Daily Mail, Daily Telegraph, Independent on Sunday, Sun and Mirror. We achieved 400+ pieces of regional and online coverage. Our spokesperson was quoted in over 250 articles.
