The Founders Make Some Noise campaign launched in September 2021 across the UK, featuring three real Tide members and their own small businesses – Luxemore London (@LuxemoreLondon), Salami Events (@Lorenzo_Salami_Chef) and Loud Architects (@LoudArchitects).
We continue to hero real business owners (Tide members) and put them centre stage, reflecting Tide’s values as a business bank account dedicated to its’ customers. We want to inspire entrepreneurs and encourage them to express themselves with their business and make some noise.
This was an evolution from the success of our Rise Entrepreneur campaign which also put a spotlight on four different Tide members with real businesses. With fintech being an ever-growing, fast developing industry, Tide’s position as a digital financial platform solely dedicated to small business owners posed an opportunity for us to stand out even more, by honouring our members. This is a key value of Tide’s and it was an easy decision to shift away from casting actors and putting our members in their place to be the face of Tide, promoting their small businesses along the way.
The campaign was live across the UK with outdoor spots up and down the country hero-ing our Tide members, from bus sides to 48 sheets. The campaign has been an opportunity to refresh the creative with Tide’s bold, new branding which we continued to develop as we roll out the campaign.
Linear TV further developed as a core acquisition channel, with 32% growth in TV attributed volume compared to our pre-member campaigns. For OOH, we had a high frequency and impact London Underground and national billboard campaign running from Q4’21 until the end of Q1’22, which even after pausing, has continued to drive conversions at a similar level to when the campaign was live, demonstrating its lasting impression. It also drove a 38% YoY increase in conversions attributable to OOH.