‘With social the work is never done’: How Snapchat fits into NatWest’s ‘matrix plan’
The bank is experimenting with Snapchat in a bid to be on the “leading edge of what is possible”, explains head of social media marketing Robert Anderson.
Long gone are the days of financial services firms simply speaking in corporate jargon to adult audiences. Banks across the globe have been adopting stronger social media strategies to increase their reach and relevance among a wider – and younger – demographic.
NatWest has been working with Snapchat to achieve “incremental reach” with a broader target audience, part of what group head of social media marketing Robert Anderson calls the marketing team’s “matrix plan”. This work has involved testing Snapchat’s various lenses and augmented reality features. While 80% of Snapchatters are over 18, the bank hopes to also reach a younger generation to further its push for financial education.
NatWest claims to be the first financial brand to test a full funnel approach on TikTok back in 2022, with Anderson saying Snapchat allows the team to test “a different kind of connection”.
