Barclays’ Current Account Switcher Service

The Challenge

In Q4, Barclays launched a strategically integrated cross-channel campaign to promote its Current Account Switcher Service during one of the most competitive switching periods of the year. A first for Barclays: targeting both standard and Premier customers simultaneously, creating the additional challenge of acquiring high-value Premier customers without compromising cost-efficiency.

The Strategy

A full-funnel approach across Social, PPC/Performance Max, Video, Programmatic Display, Demand Gen, Affiliates, and Editorial Content drove awareness through to conversion.

Execution and Innovation

A detailed audience strategy leveraged broad targeting, retail data, and Barclays' first-party data to pinpoint relevant customers.

Results

Total planned conversions exceeded by 33% and Premier conversions exceeded by 157%.

Judge's Verdict

"The conversion lift study provided excellent measurement credibility, demonstrating how the campaign successfully achieved its acquisition objectives for a brand-new product offer."

"Outstanding results and highly efficient execution in a highly competitive switching environment."