Barclays brand and message became integrated into content that users actually searched for.Barclays occupied paid-for searches as top listing on over 500 terms. Using their childcare portal they delivered free traffic to their five partner sites in return for preferential ‘money can’t buy’ positions within highly prized editorial areas such as discussion groups where their audience were most receptive to the Trust Fund proposition. This was supported by advertising within key information sites.

29,000 CTF accounts were opened in the first 2 months.This equated to an additional £2m put on deposit for the next 18 years.As a result Barclays have acquired a valuable database of 29,000 new customers.