Back Her Business: NatWest donates advertising spend to start-ups
We are in the midst of Christmas ad season with the big brands unveiling their latest annual offerings. But in this world of marketing giants, how can the start-ups and side-hustlers fight to be heard?
In true David and Goliath style, NatWest has selected three early-stage companies from its ‘Back Her Business’ programme to receive its production and advertising spend over the next three weeks - to the tune of £55,000 each.
All three have had a bespoke advert devised, produced and created by NatWest’s own agency VaynerMedia London, with media spend across Facebook, Instagram, Twitter, LinkedIn and YouTube.
To date, the three companies chosen (MasterPeace, Boarders without Borders, and Mini Mealtimes) have relied on just minimal advertising and word of mouth for their marketing. But this access to NatWest’s experts and media channels is expected to drive more than half a million video views of each business’s advert, and around 150,000 click-throughs to their websites.
Marie Farmer, founder of Mini Mealtimes, commented: “Being part of this campaign has been hugely validating. I've learned so much in the process, and I’m excited and hopeful that this will bring further awareness to Mini Mealtimes.”
“My plan is to keep growing the business, and so being involved in Back Her Business and this advertising campaign means I can do this faster and in continued partnership with NatWest.”
The initiative is part of NatWest’s ‘Back Her Business’ programme, launched earlier this year in partnership with Crowdfunder to encourage women to seek crowdfunding and reduce the gender gap in entrepreneurship.
NatWest is the only major UK bank with a female CEO and has committed to creating 65,000 new female-led businesses over the next five years which represents a £250 billion opportunity for the UK economy.
Maeve McMahon, Marketing Director for Business at NatWest, said: “We are the UK’s leading bank for business, but our support goes much deeper than just finance. By providing these free advertising opportunities we’ll drive interest and create a huge boost to each business’s client base.
“This advertising will fast-track their progress by reaching new customers, helping them to further grow and succeed.”
As part of its Back Her Business programme, NatWest has also donated ad space and given start-ups a platform via its sponsorship of Holly Tucker’s ‘Conversations of Inspiration’ podcast series which has seen 40 businesses featured during its ad breaks. A further 10 businesses also exhibited for free on the NatWest stand at Stylist Live events in London and Manchester earlier this year.
Amy Bradshaw, Head of Client Partnership at VaynerMedia which ran the campaign, added: “The foundation of this campaign draws from the essential message behind Back Her Business – to support and showcase brilliant female-led enterprises.
“Rather than shout about how great NatWest’s initiative was, why not let the successful start-ups do that themselves, and dedicate valuable space and time to women in business? We are proud to have played a role in supporting female entrepreneurs across the UK.”
