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First Direct readies social media PR campaign

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By The Drum Team, Editorial

March 13, 2009 | 2 min read

First Direct is to launch its first social media campaign this month, developed by Brahm's recently launched online PR division, OnVisible.

The campaign, which supports the bank's current TV ad (pictured), created by JWT, is based around the theme of 'those little things'. OnVisible says it will "develop talking points [for the brand] around life's common courtesies, the little things that can make a big difference to someone's day".

Work will include podcasts, vodcasts and webchats featuring the bank's head of marketing, Mark Mullen. An attitudinal survey will be used as the hook to develop the campaign.

Mullen said: "The use of online PR and social media reflects the growing importance of the internet, particularly in peer to peer recommendation and word of mouth.

"Social media is a perfect medium for First Direct; our customers are technology savvy, heavy online users and keen to embrace new ways of communication."

First Direct's TV ads highlight it being voted number one bank in the 2009 Customer Satisfaction Index, and the PR campaign will aim to further promote its customer service.

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