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Tuesday, July 23, 2024

Nedbank’s long-term influencer campaign redefines the Private Clients banking experience

Since its launch in 2022, the Nedbank Private Clients segment has accrued significant market gains following its rebranding from Professional Banking to Private Clients. This strategic move underscores Nedbank’s commitment to delivering unparalleled value and personalised solutions to its clientele while solidifying its position in the private banking category.

“By putting our clients at the forefront of everything we do, we are dedicated to providing them with the best banking experience possible,” says Yasheen Reddy. “In today’s digital age, incorporating influencers into our marketing mix is essential to achieving this goal, as it allows us to connect with our audience in a more authentic and impactful way.”

The influencer campaign was led by lifestyle content creator and model Naledi Mogadime. She was tasked with creating high quality video content that showcased and reinforced Nedbank’s brand narrative of being “digital when you want it, human when you need it”.

“This ensured that our clients receive a seamless banking experience that combines the convenience of digital banking with personalised human interactions – and what better way to show that than with a very personalised perspective from a respected influencer.” 

Launch Post:  https://www.instagram.com/reel/CyNjiiet0jL

The campaign showcased the products, services, and offerings available to Private Clients, further expanding Nedbank’s market share and solidifying its position as a leader in the private banking category. The content provided valuable financial education and insights to clients, empowering them to make informed decisions and unlock their financial potential. 

The campaign ran for eight months and achieved:

  • 739,650 impressions,
  • a reach of 352,630,
  • an engagement rate of 4%, and
  • 596,678 organic video views.

“This campaign is a testament to our joint commitment to simplifying messaging and demystifying complex financial jargon for a modern banking audience,” says Michael Constantinides (Cost), Senior Account Director: Influencer at MSL Group. “By partnering with influencers on a long-term basis, it showcases the dedication to building brand trust and influencer loyalty. As an industry, brands and marketers need to work towards long-term campaigns that are embedded in growing relationships with influencers, which results in a more consistent campaign messaging and authentic storytelling.”

According to Cost, with these innovative campaigns, Nedbank is not only reshaping banking preferences but also empowering its clients to thrive financially in an ever-evolving landscape.

Naledi has successfully launched a series of engaging posts throughout the campaign. The content can be accessed through the following links:

Additional Post: https://www.instagram.com/reel/C5Sqr-Btl7D

More campaign content is available on TikTok and Instagram using the hashtag #NedbankPrivateClients. 

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