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Westpac: Banking Benefits Awareness Campaign

‘Good For You’ integrated approach makes big impact on internal audiences

Westpac Banking Group (WBG) had an ambition to be recognised as one of the world’s great service companies, helping their customers, communities and most importantly their people – employees, contractors and their families – to grow. WBG wanted to make its people proud to bank with the Group through their employee benefits program. We came on board with an integrated campaign that reached all 40,000 employees and disrupted their day in a positive way.   

Westpac needed to find a way to make its people and their family members feel empowered and confident to both bank with and recommend the Group to others, overcoming the challenge that many employees and contractors were unaware of the benefits available to them, so could not act as true brand advocates. We developed a fun platform to educate employees – one that genuinely and demonstrably showcased the ‘Good For You’ offers.

We took Westpac’s campaign message directly to a large internal audience with a roadshow focused around a simple idea: the water cooler as a central conversation piece. 1,200 locations across the WBG network received branded cups, collateral and menu cards, as well as fresh produce and fun recipe suggestions, all linking to hero employee benefits. Larger locations also received live, staffed activations to drive reach, conversation and engagement. Amplified through internal digital channels including intranet and messaging platform Yammer, and supported by a host of informative marketing collateral, Westpac described the initiative as “a really powerful and positive experience.”

148%
increase in nominations for family members to benefit, driving advocacy
95%
of employees and followers reached by campaign Yammer posts alone
346%
increase in Banking Benefits page visitations