Positioning Triodos as a positive alternative within the environmentally conscious community
Launching and growing a personal account offering in a crowded, competitive and increasingly tech-led market is a challenge. This is made even more difficult when your proposition is ethical banking; a concept although growing rapidly still very much in its infancy with low understanding and awareness. We needed to establish Triodos as thought leaders and maintain their first-mover advantage.
What we did
Using our audience-centric OESP planning process, we created an approach that was centred around “signposting a better way” that would position Triodos as a positive alternative. This PR-led approach was amplified by paid media to gain momentum within the environmentally conscious community.
What we did
Once coverage was achieved with publishers such as The Guardian and MoneySavingExpert, we complimented editorial content with display banners.
We then analysed the whole customer experience from creative content to mobile site UX ensuring we had the optimal setup for paid media to succeed and providing recommendations to improve engagement and conversion rates.
What we did
We introduced high impact video to help communicate the ethical role Triodos plays within the finance industry and build stronger awareness. Given the success achieved with newsbrand publishers, we opted to run activity with The Ozone Project to position ourselves in premium publisher environments to help the message cut-through better.
We also introduced GoodLoop to help raise awareness of the brand whilst actively showcasing Triodos’ support for their charity partners RSPB and the Soil Association. The format offers an ethical form of advertising that aligns with Triodos’ values.
Thanks to a combination of national news coverage, creation of new content for owned channels and strong digital advertising, Triodos applications were consistently over 15% of weekly targets. They saw 290% more personal current account openings via paid media compared to the previous year. As the customer base grew, the new refer-a-friend scheme also gained significant momentum.
The ever-expanding customer database also helped wider parts of the business, with a new bond raising £2m of capital via crowdfunding in just five days and a new Sterling Bond Impact Fund hitting 83% of the overall target in just two weeks.
The Ozone Project’s activity drove a 4.7% increase in brand awareness and the Goodloop partnership helped drive over 52,000 donations for The RSPB & The Soil Association.
Capital via crowdfunding in 5 days
New account applications
Uplift un brand awareness