NatWest’s pigs are a brand icon that featured in the bank’s historic advertising campaigns. Through social listening and SEO analytics among parents with children, NatWest identified a well of nostalgia for the 1980s advertising they grew up with.

Original NatWest pigs advertising was embedded in ‘Pigs by Kids’ online films, creating a virtuous connection between parental nostalgia for a much-loved icon and their digital-savvy children’s experience of the brand.

NatWest’s pigs historically a set of china moneyboxes given to children as their savings balances hit milestones, were reinterpreted for a new generation through a digital online mechanic.

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 of 290,000).

In excess of 2000 video views.

More than 2000 entries

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

Extensive national/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.