Cumberland Building Society: Performance Marketing

DELIVERABLES: PAID SOCIAL STRATEGY, CREATIVE

In a market dominated by renowned UK banks, Cumberland Building Society offers brighter banking with a personal, regional touch.

The challenge

In order to compete against big names in the market with bigger budgets, Cumberland Building Society needed to generate more conversions across all their mortgage products.

Approach

The project began with a bold creative refresh in line with the brand’s ‘brighter banking’ proposition. This vibrant, engaging new look was designed to cut through and really catch the eye of the consumer, making it perfect for social ads. We restructured their paid social accounts alongside their Facebook and Instagram activity – and introduced Pinterest testing as a platform for first-time buyer engagement. All of this activity was designed to maximise the data for areas of a high market share.

Cumberland Building Society: Creative Paid Social

Outcome

The changes to the creative and the paid social structure delivered some valuable results within two key audience demographics.

A 71.5% increase in bookings for home mover appointments with a 7% decrease in spend
An 84.4% increase in bookings for first time buyer appointments, with a 6% decrease in spend