Skipton Building Society: How do you get a room full of accountants to invest in brand?

Skipton Building Society, a financial services provider in the UK, used two research projects to justify and execute a campaign that drove awareness and consideration in a young target audience.

Summary

In 2018 Skipton Building Society had sights set on expansion. A traditional, some-might-say parochial brand from a Northern backwater, SBS nevertheless had a strong local following and service reputation. If SBS was to meet its ambitious growth targets and help more people save for the future, it needed to appeal outside of the North, and attract younger customers. No small feat! So how? There were two options: invest in rates and chase the market. Or, take the potentially riskier, less obvious route: significant investment in the SBS brand. The building society sector isn't known for taking risks. Marketing tends...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands