NatWest Climate Marketing Strategy: What’s banking got to do with climate change?
Our campaign had four phases:
1. Inspire - a rallying cry to signal our role and our commitment, creating a clear connection between banking and climate.
2. Educate - a programme of content to demystify COP26 and build our credibility as a climate changemaker.
3. Reward - win-win climate friendly choices that are good for pocket and planet.
4. Empower - knowledge and tools for customers to track and reduce carbon emissions.
Key results: • 1.2m paid and organic views of our hero film “what has banking got to do with climate change?” • 10% increase in average monthly usage of the carbon tracker in our banking app • 380k visits (Jan – April 22) to our climate change hub, versus 147k in 2021, with a 425% increase from search (Jan – Apr 22 vs 21). • 1% uplift (12MR) in NatWest’s consumer brand association with ‘helps address climate change’.
Key learnings: • Make it local and personal - make climate action relevant to everyday actions • Make simple - no scientific jargon • Make it win-win - connect climate action to cost savings • Make it social - make people feel part of a movement