Cannes Lions

PIGS BY KIDS

ZENITHOPTIMEDIA UK, London / NATWEST / 2013

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Overview

Entries

Credits

Overview

Execution

To excite children and parents around the idea of saving, NatWest implemented a ‘Pigs by Kids’ competition to design a piggy bank, with the winning design going into production as the face of NatWest junior saving.

In order to drive awareness and competition entries ‘Pigs by Kids’ was activated by a rolling content-based social media campaign, delivered via a NatWest microsite and branded social media channels:

Four ‘How To’ videos, showing how fun and easy it was to create a pig design.

Three videos of finalists, featuring leading children’s illustrators.

The videos were seeded with 30 influential parenting bloggers, who were sent bespoke crafting packs to engage them fully in the ‘Pigs by Kids’ experience. The three finalists were sent a digital camera and encouraged to create videos.

All content had calls to action embedded into the narrative, driving competition votes through the NatWest microsite.

Outcome

NatWest’s aim was to maximise competition entries to ‘Pigs by Kids’ and get children and parents thinking again about savings and financial responsibility.

‘Pigs by Kids’ achieved:

Page impressions across the campaign totalling 405,000 page impressions (39% over target).

In excess of 2000 video views.

More than 2000 children entered

Full engagement by the bespoke network of 30 parenting bloggers throughout the campaign.

Extensive national and regional newspaper and radio coverage of the campaign.

As a result of the success of ‘Pigs by Kids’, NatWest will use the pigs in further social campaigns in 2013.

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