Nedbank – YouthX Campaign

Services

Strategic Planning and Ideation, Digital Media Campaign, On-the-Ground Activations, Public Relations

Client

Nedbank

Year

2023

Challenge

Nedbank aimed to enhance its engagement with young adults by promoting financial literacy and driving account acquisition through the YouthX campaign. The challenge was to create an impactful brand experience that would resonate with the target audience, increase account sign-ups, and boost awareness of Nedbank’s offerings, especially the MiGoals account.

Services Provided by Bravado

Strategic Planning and Ideation: Developed a comprehensive campaign strategy focusing on digital engagement and on-the-ground activations.
Digital Media Campaign: Utilised location-based media, social media, YouTube, and programmatic advertising to drive awareness and direct traffic to the activation sites.
On-the-Ground Activations: Organised interactive campus events with engaging activities and prize giveaways to attract students and encourage account sign-ups.
Public Relations: Managed media relations and created press releases to amplify campaign visibility.
Creative Development: Produced engaging content for social media and other digital platforms to promote the campaign and drive user interaction.

Goal

The primary goal was to position Nedbank as a leading financial partner for young adults, driving account acquisition through the MiGoals product and increasing overall engagement with the YouthX initiative.

Result

Account Acquisition: Achieved a 155% increase in sales compared to 2023, with a significant boost in daily account openings from 40 to 103.

QR Code Adoption: Successfully implemented a QR code solution that secured 226 accounts, representing 11% of total sales.

App Performance: The app achieved a 67% account conversion rate, highlighting the effectiveness of digital engagement strategies.

Audience Engagement: Secured 451 clients through lead forms during the campaign.

On-the-Ground Impact: Interactive games and grand prizes attracted significant foot traffic, with students showing a strong preference for Nedbank over competitors.

Media Coverage: Generated positive media coverage across national and regional outlets, with a PR value of R786,207.90 and a reach of 306,829.

Strategic Insights: Identified key learnings and recommendations for future campaigns, emphasising the importance of engaging prizes and a streamlined user experience.

Bravado’s comprehensive approach, combining strategic planning, creative execution, and effective use of digital and traditional media, significantly enhanced Nedbank’s brand presence among young adults and drove impressive results for the YouthX campaign.