Always-on social

I worked with RBS Bank and more recently, the rebranded NatWest Group, for three years on their social media publishing strategy and output. This was specifically for Employer Brand awareness and talent attraction. When I first started working with them their approach was very simple – mainly promoting blog articles or creating quote images. Off the back of my time with BBC Three, I showed them different story and tech formats.

 

Their staff stories and experiences were the magical ingredient in this project, and we really needed to put them to work and keep the outputs fresh. What followed was an extensive exploration of social media content from image and audio ideas that looked like stories, to polished videos, animation, UGC video, UGC with animation, UGC chat formats. The list goes on!

 

All while keeping the outputs aligned to their brand guidelines (which as a Bank, I’m sure you can imagine, they were a stickler for!)

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A lot of this content was also created and published during the pandemic. We pivoted our editorial ideas to be suitable and faced into all the production challenges of the time.

 

My contribution: Creative strategy for content calendar and creative direction across all assets.