Polly Barnfield shows how Monzo paired Lord of the Rings characters with banking features, like Gollum splitting a bill, to make shareable content that drives engagement. She argues any business can map its customers' interests to its own products and measure success through hashtag analytics and ad performance.
Chapters
Today, we're looking at how understanding your customer's sense of humor can drive engagement. This is Monzo. They're an absolute huge bank and really rely on their marketing. A lively young client base who use Monzo to do everything from receiving payments to splitting bills and everything in between. Here they've created. Sorry, they've related Lord of the Rings, a cult movie for their clients era, directly to their products. So here it says if Lord of the Rings character had Monzo, and then it basically relates each of the characters back to a specific thing that you can do on Monzo. So here you've got Gollum splits the bill with Smeagol, Smeagol declines a bill, split with Gollum, and then they go through each of the individual ones. And so if you are a Lord of the Rings fan, you would find it hilarious. It's really funny. It's very clever. And even if you're not a huge Lord of the Rings fan, I think you would definitely apprec. Appreciate the humor in it. But the great thing about it is, is that the image explains it all. They explain exactly what their products do without actually having to sell it. So knowing that you can create a savings pot, great. I now know I can. I can do a savings pot. Did you know that you can split a bill? And did you know that you can decline that bill if it's not. If it's not particularly right? So if it's two friends that are going out for lunch, etc. So what they've done is really, really smart. They've used what they know about the customers and what they know about their characters to create many scenarios. And people absolutely loved it. As you then even their. Even their caption is just hilarious. Rudle. Get that, Baggins. But people loved it. People thought it was hilarious. And people have been asking questions about different things that they can do with the actual account as well. So to me, this shows an understanding of their customers, an understanding of how to market without selling, and how to create engaging, shareable content that can directly relate back to their product. So anyone can do this, whether you're a sandwich shop or whether you are a nail salon. Think about what interests your customer, whether it's music or films or a TV program, and then think about how you can directly relate that back to your business. Now, Monto are absolutely huge. So they want to be making sure that they are on it with their social media and that they're monitoring what works and what doesn't and making sure that their social media is bang on point. And one of the best ways of doing that is going on to the engagement and going on to the maybe platform. And in here you can engage so you can look at engaging people. So maybe lots of customers that they have previously engaged with who've done new posts, they want to go in and maybe make sure that they're engaging back with them. They can monitor their mentions, they can schedule in content, they can monitor comments, and then they can start to build up a view. So if they know that, you know, like, talking about films or pop culture is something that is super engaging for their customers, then they'll start to do that more often because they'll see that coming up in their best post. They can also go in and they can add in a competitor. So they can change it to Metro bank or they can change it to pretty much any other bank that they want to. They just add it in here and then they'll start seeing all of their data coming up here, where they can compare their social media stats, they can compare what works for them and everything from ads to hashtag performance as well. If you've got any questions whatsoever, please click on the little blue button. We love to help.
