CASE STUDY · 07
Yorkshire Building Society · PR Campaign
Yorkshire Building Society tasked Rostrum with building a repeatable consumer finance index to support its savings and mortgage business. The Nation's Nest Egg report delivered 86 pieces of consumer coverage, 42.5 million opportunities to see and earned a PRMoment Consumer Campaign of the Year shortlisting. It also brought real business benefits for the building society, including 1500 new Rainy Day Saver accounts opened and £25 million deposited with the society.
Summary
Yorkshire Building Society, the UK mutual, wanted a repeatable research property to power its savings and mortgage communications and cut through a crowded field of financial indices. Rostrum created The Nation's Nest Egg, a research-led financial resilience index, and activated it across PR, marketing and social.
What was the challenge?
Yorkshire Building Society needed a credible, repeatable research property that could stand out from the competition and deliver authentic, newsworthy content aligned to its savings messaging. The report had to work across PR, marketing and social media simultaneously, demonstrate genuine insight into UK financial resilience, and produce measurable commercial returns rather than coverage alone. It also marked the first time YBS's mortgage business had engaged external PR support, raising the stakes for delivery.
What did Rostrum do?
Rostrum conceived, designed and delivered The Nation's Nest Egg to create a repeatable metric on UK financial resilience. The campaign was built on four pillars: financial health, contingency planning for financial hardship, the probability of financial shocks and the resilience to cope with those setbacks. The methodology combined consumer research with economic modelling and a post-pandemic analysis of financial resilience across vulnerable cohorts.
From there, Rostrum developed the full campaign across PR, marketing and social media, led the report launch and media relations to drive consumer and national coverage and built a landing page strategy to convert that coverage into measurable commercial activity, positioning Yorkshire Building Society as a leading voice in the financial resilience conversation.