The article dives into how National Australia Bank used social media and more specifically Twitter to announce a ‘break-up’ from other banking conglomerates. In a casual manner NAB tweeted about their intention to break way from other banking conglomerates and followed that up with a series of YouTube videos. This was done in part to help change its image as well as differentiate themselves from the rest of the banks by illustrating how they’ve been lowering fees and offering mortgages rates etc…
The result… in just a few days NAB became the #1 most tweeted topic across Australia. As far as their return on investment, NAB saw their customer service rank rise from last to first, a 79% jump in home loan inquiries, 50% increase in credit card applications and 20% increase in new accounts. The campaign went on to win a Cannes Lion 2011 award for Best Use of Media Relations.
Is this something that American banks can incorporate into their campaigns to differentiate themselves and garner support from the public? Could this catch on eventually here in the States?