New Nationwide digital initiative hopes to humanise service

Nationwide’s new digital marketing campaign is hoping to separate the building society from its rivals by being hands on.

The main thrust of the scheme will be to show the human side of the firm, with its workers put front and centre. It is hoping that showing its staff completing work in the back office, instead of using automated systems that are the growing trend, will be the clincher for results.

Part of the campaign that the building society hopes will gain traction in news feeds includes a YouTube takeover, recognising the growing role of video content accompanying text. Much in keeping with the firm’s well known TV adverts, Nationwide staff will appear in the banners for the marketing initiative.

The chief operating officer for promoting the company, Stephen Leonard, explained:

“Nationwide is already number one for customer satisfaction on the high street. We’re working hard to deliver the same human, personalised focus into our online service.”

He continued to explain how the efforts of news feed providers will be vital to the success of the building society online, adding that having a 24-hour model that is always working, combined with an approach that provides “helpful and engaging” content for customers across a number of channels, will be important for the brand.

The building society has been working on a host of new projects in the digital sphere since the end of last year, recognising the need for better content engagement and a well-rounded strategy for online marketing.

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