Nab break up-socialmediacampaign
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Transcript of Nab break up-socialmediacampaign
![Page 1: Nab break up-socialmediacampaign](https://reader033.fdocuments.us/reader033/viewer/2022061218/54b5d9a54a7959925d8b468a/html5/thumbnails/1.jpg)
Valentines Day is Consumerism with a
captial C……
But how can a brand really capitalise on
this using social media?
![Page 2: Nab break up-socialmediacampaign](https://reader033.fdocuments.us/reader033/viewer/2022061218/54b5d9a54a7959925d8b468a/html5/thumbnails/2.jpg)
And especially something as corporate as a bank……
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It started with a misTweet……
![Page 4: Nab break up-socialmediacampaign](https://reader033.fdocuments.us/reader033/viewer/2022061218/54b5d9a54a7959925d8b468a/html5/thumbnails/4.jpg)
Which was ‘sarcastically’ retweeted by a competitor bank…
*Retweeted 68 times
![Page 5: Nab break up-socialmediacampaign](https://reader033.fdocuments.us/reader033/viewer/2022061218/54b5d9a54a7959925d8b468a/html5/thumbnails/5.jpg)
Turned out that sarcastic Tweet…
was actually
FREE PUBLICITY
![Page 6: Nab break up-socialmediacampaign](https://reader033.fdocuments.us/reader033/viewer/2022061218/54b5d9a54a7959925d8b468a/html5/thumbnails/6.jpg)
All became clear on Saturday morning:
Front page news!!
The competitor bank got ‘punk’d’
![Page 7: Nab break up-socialmediacampaign](https://reader033.fdocuments.us/reader033/viewer/2022061218/54b5d9a54a7959925d8b468a/html5/thumbnails/7.jpg)
They PR’d themselves well:
Press releases were sent to the
media
With a link to this video blog
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But then it got really interesting offline:
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They even used print:
Full page ads in all local newspapers
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And took the campaign throughout the country:
Adelaide - South Australia
Melbourne- Victoria
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And then they took it back onlinewith a dedicated website
www.breakup.nab.com.au
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The media strategy included outdoor, radio, mobile billboards, street teams, street chalking and helicopter banners
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And the results literally spoke forthemselves….
![Page 14: Nab break up-socialmediacampaign](https://reader033.fdocuments.us/reader033/viewer/2022061218/54b5d9a54a7959925d8b468a/html5/thumbnails/14.jpg)
Media ‘experts’ called it…
‘One of the bravest, most ambitious, most aggressive campaigns I can remember’.
http://mumbrella.com.au/
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And remember….it’s for a BANK!