Agency: Initiative
Client: NatWest
The Student Living Index is a testament to how a robust content strategy can disrupt category norms. Rather than competing in the crowded financial incentives space for student banking, NatWest deployed a content-led approach that created value for students. By anchoring the campaign on insights from our largest-ever survey of 6,000 students, we developed an owned media asset that became a trusted resource on the financial realities of student life. The content -including shareable insights & a dedicated webpage- not only drove organic traffic but also fuelled extensive earned media coverage. Paid activity amplified this strategy by leveraging the content insights in student-friendly digital spaces, delivering a 21% improvement vs. business targets. NatWest’s content-first approach demonstrated how genuinely useful material can win over consumers and drive results.
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