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The Drum Awards TikTok Awards Case Studies

How NatWest banked on TikTok to win over younger customers


By Awards Analyst, writer

December 7, 2022 | 4 min read

NatWest won at The Drum Awards for Social Media 2022 in the finance/professional services category for their TikTok hashtag challenge. Here, we look behind the scenes.


NatWest banks on TikTok to win over younger customers

Banking brand NatWest has come to the aid of procrastinators through an innovative partnership with TikTok to motivate audiences. #NatwestWhatYouWaitingFor saw five creators share their stories of personal success to inspire others.

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The brief

Challenged with capturing people's attention in the dour financial category, NatWest opted to pursue its elusive target 18-35 audience by embracing TikTok.

Reaching out with an engaging appeal to the competitive spirit, the bank sought mass participation by presenting financial affairs in a new and unexpected light.

The idea

Working with TikTok and creative agency The&Partnership, NatWest set its approach to the beat of 'What you waiting for?' by Gwen Stefani, banking on a halo effect from the song and video-sharing platform.

Five creators were filmed prevaricating before jumping into action, showcasing how life goals such as getting married, finishing university and earning a living from your hobbies can only be achieved by getting up off the couch.

@yourboymoyo #AD Never stop working towards your goals. The struggles are worth the wait. Tomorrow begins today @NatWest #NatWestWhatYouWaitingFor #whatyouwaitingfor ♬ original sound - Moyo

The results

Reaching 15.8m people across the UK, the campaign was a runaway success, with favorability toward the NatWest brand up 14%. Across the 6-day challenge, some 2.17bn global views were reported.

More than 873k global visits were recorded to the hashtag challenge page, of which 658k (75%) originated from the UK.

This campaign was a winner at The Drum Awards for Social Media 2022. Find out how you can enter now.

The Drum Awards TikTok Awards Case Studies

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