Case Study: NatWest achieves double‑digit brand lift and millions of engagements with LinkedIn Marketing Solutions

NatWest proves itself the champion of smaller business owners on LinkedIn

NatWest Business, working with VaynerMedia, needed to support UK small and medium-sized enterprises during the uncertainty of COVID‑19 by quickly reassuring customers, easing pressure on call centres, and shifting from immediate crisis response to forward-looking guidance that demonstrated the bank’s commitment to SMEs.

They ran a two‑phase LinkedIn campaign that first targeted existing customers then a wider SME audience using Carousel Ads, the "Adapting to the New Now" video series hosted by Steph McGovern, and short Q&A videos from NatWest’s Business Growth Enablers. Over six months the activity delivered 13 million impressions, 2.5 million video views and 428,000+ engagements, and lifted brand perception—agreement that NatWest Business “provides expert advice” rose 15 points and that it “supports UK business” rose 11 points.

NatWest

Linda Lo Castro

Marketing Lead for Business