With the housing market showing signs of leveling off at the end of 2018, like many lenders, The Cumberland focused marketing efforts on promoting their remortgaging products. The challenge, however, would be for the building society to get share of voice against much larger high street competitors.
A campaign that was designed to grab attention with The Cumberland’s target audience – homeowners living in Cumbria; ‘Switch for Nowt’ offered a regional, relatable proposition, promoting their no-fees while still reflecting the local, approachable personality of the building society. We also promoted their £1,000 cashback offer and produced supporting content, including a striking jargon buster video.
The campaign went live on Google Search & Display ads, Bing, Facebook/ Instagram and remarketing all designed to drive consultation appointments in branches.
Delineo’s input has been incredibly valuable, They've helped The Cumberland shape and improve campaigns, driving significant year on year improvements and record breaking interest in our remortgaging productsThe Cumberland Digital Marketing Manager
From just two months of activity, the campaign saw:
- An improvement in average conversion to enquiry rate across all channels
- Google search ads improved with conversion rates significantly above industry benchmarks
- Established Facebook as a lead generation channel