NatWest social media 2012/2013

This case study describes how NatWest, the UK retail bank, developed its social media strategy in response to a crisis.

NatWest social media 2012/2013

Adam Lotz

Campaign details

Brand owner: The Royal Bank of Scotland GroupAgency: M&C Saatchi and Zenith OptimediaBrand: NatWestCountry: UK

Executive summary

On the 20 June 2012, NatWest faced the unthinkable: a consumer-wide banking systems' crash. For an extended period of time, it left millions of customers unable to perform the most basic banking functions. The impact was severe. One account holder was threatened with the discontinuation of their life-support machine in a Mexican hospital, whilst another was held in prison as a result.

This crash was the catalyst for...

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