First direct launched ‘No, thank YOU’ campaign
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Leading UK bank first direct is launching ‘No, Thank YOU’, a social media campaign to show how much it values its customers’ positive feedback on social channels, by providing them with an unexpected ‘Thank you’.
The campaign, which launches on 8th July, reinforces first direct’s positioning as the ‘unexpected bank’, while strengthening customer relationships. It shows first direct customers that their positive feedback is the bank’s greatest inspiration.
Over the last few weeks, first direct has selected some of the best messages of thanks sent from its customers on Twitter. Using these messages, the bank has created visual assets containing the sender’s
Twitter profile and the message, displayed on banners within its call centre. first direct has then filmed the funny, emotional and heartfelt reactions from its staff to the thankful messages.
The bank will use the filmed staff reactions to create personalised responses to the people who originally tweeted, showing how the first direct team reacted to their message. Shareable applause and thank
you GIFs featuring first direct employees will also be used as ongoing responses to customers’ positive tweets, to provide them with an unexpected ‘thank you’.
First direct worked with global social media agency We Are Social on the campaign.
Helen Warburton, customer marketing manager, first direct said: “At first direct we’re proud of our awarding winning customer service; our entire business is built around the satisfaction of our customers. This is just a small gesture of thanks to both the staff who make this happen day in, day out and our fantastic customers who have helped make this campaign possible.”
Tom Richards, account director, We Are Social said: “Every day, first direct receives a huge number of unprompted messages of thanks through social channels from customers, as a result of its great service. By responding to the messages in a truly unexpected way, we hope to show these customers that they are hugely appreciated – ultimately it’s them that first direct wants to thank.”
