SANTANDER TRADE BAROMETER
INSIGHT-LED THOUGHT LEADERSHIP CAMPAIGN
Summary
- Harnessing data & insight for media interest: Leveraging a survey of businesses across the UK, US, Spain, and Poland, to understand international trading challenges and opportunities.
- Crafting compelling, visual content: In addition to a flagship report, engaging videos and visual graphics created for widespread distribution.
- Delivering on distribution: Early engagement with target outlets and transparency early-stage research findings ensured greater engagement from Journalists and an effective sell-in ahead of the main report launch.
Trade Thought Leadership Campaign
Brief
Santander sought a refresh of their signature Trade Barometer thought leadership, which has been running for over 8 years, aiming to build their brand and highlight Santander’s expertise in international trade. Santander aims to use this to promote their capabilities to customers and help them in their international trade journeys.
Strategy & Execution
H/Advisors Cicero created an insight engine using proprietary survey findings and secondary data to create unique insights on the challenges and opportunities facing businesses.
We conducted a nationally representative survey of 1,000 UK, 400 US, 400 Spanish and 200 Polish businesses with quotas ensuring a minimum number of respondents who were sales and procurement decision makers in businesses with a minimum turnover of £1 million. We also undertook qualitative in-depth interviews with business decision-makers in the UK.
From the research we created a flagship report, national and regional press releases, key messaging documents, animated videos, infographics, and visuals for social media. These deliverables were also distributed to key media outlets to help promote the report’s insights.
We understand the growing needs of businesses and the importance of international trade. Whether a business is starting out on its global journey, or building on its experiences in overseas markets, we’re able to offer support and connections that will help them take the next steps. The Santander Trade Barometer has become an informed voice on international trade and provides a valuable insight into current and predicted activity across the UK.
John Baldwin, CEO at Santander Corporate and Commercial Banking
Result
The flagship report was launched and hosted on the Santander Trade Barometer microsite. Subsequent hero content was used on Santander social media channels. Additional content was used on Santander social media channels. We worked hand in hand with the in-house team at Santander to secure sell-in and coverage across of print, online and broadcast media including BBC Wake up to Money, The Times, The Mirror, The Independent. We also secured regional press coverage by harnessing local Insights from the research.
