Last week, an ING social media campaign caught my eye. Combining a video with a Facebook app, the bank introduced its new goal-based savings service, Doelsparen, in a particularly likeable way. ING gave three people who had shared their savings goals on social media a special gift to remind them of what they were saving for. Anyone entering their goal also had a chance of receiving a surprise visit from the Savings Goal Team. A warm campaign with a direct link to the service the company offers.
It looks like a successful charm offensive, and ING could certainly use one. Its brand image has taken several knocks recently: online banking outages keep occurring, and the security of internet banking is under intense debate. Things reached a peak — or rather a low point for ING — in early April, when customers, including me, saw incorrect balances in their online accounts. A spokesperson can insist on the radio that it was not a hack, but when your money is involved, that does not put you entirely at ease. Social networks such as Twitter erupted, with people fuelling one another’s concerns, and ING’s webcare team was overwhelmed by complaints and questions.
KLM made a similar move a few years ago. The airline had a somewhat expensive and staid image, but a series of social media campaigns gave it a much younger feel while putting the customer first. Think of the KLM Surprise Team and Live Reply. Brilliant ideas, well executed, and undoubtedly very positive for the brand. And to think its social media activity originally grew out of necessity during a crisis.
I admire brands that bring a smile to your face on social media and, little by little, use that goodwill to reshape their image. Impressive work!
Linda
@linda_progress