During February 2010, more than 9,200 participants joined ‘FebuSave’, a month-long national savings campaign created by ANZ to encourage Australian women to develop a regular savings habit. It was part of an innovative social media campaign that delivered some impressive results.
SOCIAL MEDIA CASE STUDY
Client: ANZ Customer Segmentation
Time Period: Mid December 2009 – Mid March 2010
ANZ launched a new nationwide campaign to encourage women to develop a regular savings habit following research that found 53% of women do not save money on a regular basis.
Research commissioned by ANZ into the savings habits of women found:
• One in five women surveyed said they typically spend all their pay packet or regularly dip into their savings for basic living expenses.
• More than half (58%) have less than $5,000 in savings and 33% less than $1,000.
• 51% of women would last less than three months on their current savings if they lost their job and still had to pay their usual bills.
In an effort to raise awareness of these issues in the community and encourage Australian women to set financial goals and take action towards achieving them, ANZ created ‘FebuSave’ – a month-long savings initiative that ran from 1st to 28th February 2010.
At the end of the month, FebuSave participants reported back on how they performed against their savings goal, with three ‘FebuSave’ participants being rewarded with $5,000 in an ANZ savings account of their choice.
The Social Media Challenge:
1. Using social media, how could ANZ create awareness and capture the engagement of Australian women online?
2. Could social media participants rally Australian women to take part and have fun with Febusave, whilst creating debate about the financial security of Australian women?
3. Would social media increase participation in FebuSave? (Target several thousand in the inaugural year)
4. How could ANZ leverage social media with its own limited participation? (For example, not having a Twitter presence for FebuSave)
Identify Five influential women who are active online social media participants were identified. These were:
• Three were founders of the most successful online communities for Australian women
• Deborah Robinson, Founder of www.australianwomenonline.com.au
• Sandra D’Souza, Founder of www.askher.com.au
• Leigh Sundstrom, Founder of www.allforwomen.com.au
Australia’s leading wedding blogger, Dorothy Polka of www.polkadotbride.com.au
Leading and active social commentator Kate Carruthers, with her own popular blog, http://katecarruthers.com/blog/
ANZ under-took one-on-one engagement with the five identified online influencers, rather than a general blog outreach program
ANZ’s research on Women and Money was shared with the online influencers to assist in formulating the social content strategy. The approach for FebuSave was a “conversation of story telling” about financial decisions that women face. . (These stories ranged from getting in serious debt over wedding plans and saving for financial goals, to specific relationship issues with money and questioning if there’s enough to retire on)
Social Content & Distribution Strategy:
The social content strategy was set as organic storytelling and content distribution, through word of mouth, rather than provision of fixed materials from ANZ.
The five influential online women were engaged as official Blog Ambassadors for FebuSave. They were also happy to recruit other blog FebuSave supporters from their networks. ANZ provided the research information, but there was no “on message” focus. Each blog ambassador shared their own insight into women’s relationship with money, its importance and how they may like to write about FebuSave for their audiences.
Wider Media Content Strategy & Social Engagement:
ANZ provided a web platform for the FebuSave campaign, with ambassadors featured on, www.febusave.com, and a blog badge widget. All ongoing interactions with the blog ambassadors and the wider blog supporters were a personal one-to-one engagement basis. The blog ambassadors also made social connections to the FebuSave media ambassador, Antonia Kidman and prominent FebuSave supporters, including Sarah Wilson.
The campaign was also supported by print, broadcast and online media and via traffic generated from www.anz.com. The website content focus was on how much women could save from giving ‘something up’ from coffee to shopping to shoes, and encouraged participants to focus on their own savings
goal. It offered savings advice from coaches, access to helpful tools and enabled participants to share their savings tips. The widget focus was on how many women were giving up a regular source of expenditure and saving to build community.
ANZ also created an incentive by offering a competition for those who participated in FebuSave. Participants could win one of three $5000 savings accounts.
Approximately 50% of traffic sources to the site were linked to social media, with many thousands of pages indexed on Google, pushing SEO results.
In excess of 2,600 blog posts were generated by the five blog ambassadors, their recruited blog FebuSave supporters (a team of 28 leading online influential women) and a wider net of bloggers.
The originating posts drove a 61% message repeat on social networks.
More than 9,200 participants signed up to FebuSave, far exceeding ANZ’s initial expectations.
Over 4,500 savings tips were posted to FebuSave by participants, demonstrating a high level of engagement and passion.
Client: ANZ Customer Segmentation & Network Marketing
Social Media: Bendalls Group
Creative: M&C Saatchi
Public Relations: ANZ/Pulse Communication