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Nationwide partners with Yahoo Storytellers in Tumblr campaign to extend reach to Gen Z


By Jessica Goodfellow | Media Reporter

October 7, 2016 | 2 min read

Nationwide Building Society is partnering with Yahoo Storytellers in a 12 month campaign on Tumblr as it looks to further engage young people on how to manage their day-to-day finances.

Nationwide campaign with Yahoo Storytellers

Nationwide campaign with Yahoo Storytellers

The campaign, aimed at 13 to 24 year olds, builds upon the launch of the bank’s MoneyStuff YouTube channel in March, which cemented its ambitions to reach a younger target audience on the platforms they inhabit.

The MoneyStuff Tumblr page will provide advice on how to take control of finances via a range of content, such as videos, graphics, Q&As and articles, all of which will be easily shareable.

Yahoo Storytellers, the tech company's full service content studio, launched in September in the UK to help advertisers better reach their target audience.

Alex Bennett, Nationwide’s senior manager of digital marketing, said: “We want to create a highly engaged online community where young people can understand money, as well as learn how to make, manage and save it. Tumblr is, therefore, the perfect channel for us to do this as it allows us to create and supply engaging content that is easily sharable.”

Edward Desbois, head of strategic solutions at Yahoo Storytellers, said: “We’re excited to be working with Nationwide as it engages with young consumers at the very beginning of their financial journey. Given Tumblr is one of the most viewed platforms for millennials in the UK, this makes it the perfect home for engaging content aimed at this digitally savvy audience.”

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