The NatWest ‘Pigs by Kids’ campaign is a ‘design a piggybank’ digital competition driven by original content, including an online video series that evolved in line with public participation. Delivered via owned and earned media, the campaign used a historic brand icon to tap into parental nostalgia for NatWest, while reinventing the pigs in an engaging way for digitally-savvy children.

The campaign achieved 405,000 page impressions, 2000+ video views and 2000+ competition entries. Engagement was accelerated by tactical video seeding with 30 influential parenting bloggers, and there was extensive editorial coverage of the campaign by national newspapers and radio.