B2B marketing often tends to focus on rational messaging, with many businesses struggling to incorporate emotional storytelling into their campaigns. This is where Starling Bank sets itself apart.
Realising that their B2B competitors were not leveraging the power of combining rational messaging with emotional storytelling, Starling Bank teamed up with creative agency Wonderhood Studios to launch a nationwide B2B campaign. The result was a hybrid brand-building and response campaign that leveraged distinctive assets from their successful B2C campaign.
The campaign called ‘Set Your Business Free,’ effectively combined rational messaging with emotional storytelling to create a premium feel that resonated with modern British businesses. Through four films that highlighted key product benefits around value, hassle-free sign-up, digital ease of use and help with money management, Starling Bank managed to capture the attention of key business decision-makers, resulting in a significant increase in ad awareness and consideration among B2B customers.
In recognition of their successful campaign, Starling Bank was awarded the Marketing Week Award for B2B. With a market share increase from 6.3% to 7.5% and over 61,000 new B2B accounts opened, it’s clear that their approach is paying off.
Overall, Starling Bank’s success in combining rational messaging and emotional storytelling in their B2B marketing campaign serves as an excellent example for other businesses looking to stand out in a highly competitive market.
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