NatWest donates marketing spend to female start-ups

NatWestNatWest is giving three female-led start-ups an early Christmas present by handing each of them £55,000 to spend on production and advertising over the next three weeks across leading social media sites.

The trio, which are all part of NatWest’s ‘Back Her Business’ programme, have had a bespoke ad devised, produced and created by NatWest’s agency, VaynerMedia London, with media spend across Facebook, Instagram, Twitter, LinkedIn and YouTube.

The ads carry the slogan: “This was going to be an ad for NatWest Back Her Business. But we thought we’d advertise her business instead.”

To date, the three companies – MasterPeace, Boarders without Borders, and Mini Mealtimes – have relied mainly on word of mouth for their marketing. But this new strategy is aimed at driving more than 500,000 video views of each business’s ad, and around 150,000 click-throughs to their websites.

Mini Mealtimes helps parents to understand their kids’ nutritional needs. Founder Marie Farmer said: “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.”

Meanwhile, MasterPiece helps adults in London to paint mindfully and Boarders Without Borders aims to use sport as a tool for social change and create more opportunities for women of colour.

The Back Her Business programme was launched earlier this year in partnership with Crowdfunder to encourage women to seek crowdfunding and reduce the gender gap in entrepreneurship.

VaynerMedia head of client partnership Amy Bradshaw said: “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.”

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 an estimated £250bn opportunity for the UK economy.

As part of its Back Her Business programme, the bank has also donated ad space and given start-ups a platform through 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.

NatWest head of marketing for business banking and entrepreneurship Rebecca Burt said: “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.”

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