Financial Services
Barclaycard
CLIENT: Barclaycard
AGENCY: bigmouthmedia
Barclaycard understood that creating strong, innovative and strategic online marketing activity was a
vital tool in the hugely competitive credit card market. It had already made some headway in the
channel, engaging bigmouthmedia to work on developing its online business back in 2005.
Organic search marketing being central to Barclaycard’s online marketing, the aim was to ensure
the established campaign continued to drive increasing numbers of converting visitors to the
website, through enhanced positions for high-performing keywords. According to senior online
marketing manager Chris Reynolds, with top level generic terms in finance dominated by
aggregators, bigmouthmedia’s remit was to build a strategy that avoided the usual high-level target
phrases. Results were achieved with a performance-based contract. Barclaycard targeted broadly,
looking to reach all web users using search engines to research, compare and apply for a credit card.
The goal was to drive applications by targeting and performing well on key second-tier generic
credit card terms. Barclaycard achieved its goals, receiving in excess of 16,500 applications to the
site, and creating 4,500 more from second-tier generic terms.
The Revolution Awards 2008 45
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