Raising the reputation of BNP Paribas Personal Finance UK
Challenge
BNP Paribas Personal Finance UK (BNP PF UK) is a subsidiary of the BNP Paribas Group and is one of the UK’s leading finance providers.
The organisation’s customer base exceeds 4 million people. After 50 years of building its credibility with both partners and consumers, it now welcomes a new customer every 22 seconds.
We have worked with them for more than eight years with one overarching objective in mind — to maintain and strengthen BNP PF UK’s reputation as a leading provider of personal finance solutions in the UK.
Solution
Over the last eight years, we have continued to evolve our strategy to adapt to changes in BNP PF UK’s growth ambitions and communications objectives.
Today, we are essentially an extension of their communications team, supporting on any task at pace.
The key elements to our strategy are:
Internal communications - As an organisation with over 800 colleagues across 2 locations, it’s essential that information is communicated sensitively and in a way that will resonate with colleagues across the business. To assist with this, we created tone of voice guidelines for internal comms, and we regularly support with the development of internal blogs, a monthly internal newsletter, and employee engagement activities.
Social media - As BNP PF UK’s communications objectives remain focused on B2B stakeholders and partners, as well as its colleagues, we continue to develop a stream of content on LinkedIn to educate, entertain and engage these target audiences.
PR - A core part of our reputation raising activity has been securing PR coverage around important announcements from BNP PF UK. The aim is to strengthen its position as a thought leader in personal finance not just in the Midlands, but across the wider business, retail, motor, financial services, and FinTech industries too.
Content creation - From video content to external blogs for the organisation’s B2B website, from event photography to large-scale illustration installations, we’re always on hand to bring BNP PF UK’s communications needs to life in a way that will resonate best with its target audiences.
Reputation management - As part of our always-on activity, we monitor media mentions for both the BNP PF UK and Creation brands, offering ad-hoc crisis communications support when necessary.
Impact
Over the course of eight years, we have:
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Continued to maintain and build BNP PF UK’s reputation as one of the UK’s leading finance providers through our strategic external communications activity
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Reached 19.5 million people in the last four years alone through a combination of PR and social media.
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Successfully supported the communication of new partnerships and exciting developments from BNP PF UK. These align to the three core business lines - recent examples include announcing its relocation to a new HQ, the expansion of its partnership with Chinese OEM, Chery, and the return of its UK FinTech incubator programme for the third time — the Innovation Lab.