Yorkshire Building Society: Media Strategy & Planning || September 2015

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*** 1st Rated 'Best in Class' by eBenchmarkers ***

*** 1st Rated 'Best in Class' by eBenchmarkers ***

IMPROVING MEDIA EFFECTIVENESS BY TUNING INTO AUDIENCE MINDSETS

OUR CHALLENGE: Deliver large volumes of online mortgage applications whilst improving the return on media investment.

OUR INSIGHT: Through research and data analysis we were able to map the online behaviour of Yorkshire Building Society’s target audiences. We used this insight to define our media strategy, carefully considering the role of each media channel, placements, formats and devices throughout their journey from consideration to mortgage application.

OUR SOLUTION: Our media strategy was built on serving online content that would resonate with different audience mindsets at different stages in the customer journey - whether that is whilst carrying out initial mortgage research or seeking more detailed information closer to the point of applying. With specific targets and a defined budget, we also considered the most effective and efficient mix of online media channels and content to achieve our KPIs.

Through strategic development, planning and buying, adapted over time for changing audience behaviours, and continuous evaluation and optimisation, we were able to transform the Yorkshire Building Society into a digitally focused business, generating on average £300 million of lending annually.

OUR RESULTS: Performance Improvements:

3 year average of £300 million balances online

75% of business

5 major awards

1st rated best in class by eBenchmarkers

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