Ulster Bank - Your Move

We needed to create content that was informative, interesting and shareable so we thought what better way to do this than through our new geographical Belfast Live sub-brands now referred to as 'MyBrands' which includes MyDerry, MyTyrone and MyFermanagh.

So to achieve this, we created 'Ulster Bank - Your Move'.

Campaign Idea

With a broad Northern Ireland audience reading the website and associated social brands, we decided the best thing to do was to produce 6 videos (1 per county) focusing on the key statistics in each indiviudal county around property purchases. 

These included the average cost, the cheapest property, the most expensive property, the amenities available in the county and some unusual facts and properties based in the selected county itself. 

Check out our launch article here

The videos were supported with home and mortgage product advice, with all content being uploaded to a central hub called 'Your Move'

Check our County Derry video on MyDerry here

We also leveraged additional JComms activity through our social channels. These pieces included written comments pieces and video content based on Belfast Live reader questions.

Both the hub and associated articles were fully branded with Ulster Bank creative throughout.

Results

With a reach of over half a million on Facebook, 115k video views and 16k article views, the impact of the campaign was vast. In addition to the content interaction, a CTR of 0.38% on the advertising creative demonstrated that we were serving our audience relevant information in the right format.