Barclays: Purpose Pays: Advertising's role in Barclays journey to becoming a purpose-driven bank
This case shows that doing good can be good business. After the Libor rate-fixing scandal, trust in Barclays plummeted. Barclays placed a new societal purpose at the heart of its transformation strategy. This drove over five times as much trust and consideration as previous product-focused campaigns. This case estimates the strategy will deliver 208m of income and a profit ROMI of 3.43 for every 1 invested. This is more than five times the ROMI of the brand's predecessor campaign. It also argues that a campaign about teaching kids to code can sell over 1bn worth of mortgages.