Building society savings campaign culture
A leading building society wanted to conduct PR generation research to inform the Savings Culture Campaign.
The campaign was planned around three strands; Role Models, Passbook and Savings diary story.
The research involved an online interview with 1,000 individuals who were nationally representative.
FWD accessed an omnibus study in order to derive maximum value from a modest budget but still allow for results to be analysed by three sub segments; Gender, Age and Region.
The research produced a number of clear actionable insights that informed the client’s savings culture campaign and achieved significant PR coverage for the Society and in promoting its national saving campaign.
The case study shows how a modest budget can be used to gain positive and far reaching media coverage.