Turning a national photo competition into a surge in positive sentiment for Lloyds Bank
Capturing the nation
Topham Guerin created the Great British Outdoors, a national amateur photography competition for Lloyds Bank, inviting the public to capture the British landscape around World Photography Day 2022. It drew more than 9,000 entries and 15,000 engagements on Meta, lifting positive sentiment and building a reusable bank of British imagery.
- Client
- Lloyds Bank
- Market
- United Kingdom
- Year
- 2022
- Sector
- Banking
- Services
- Social media · Creative campaign · Content
- Topics
- Social media · Brand · Content · Public engagement
Lloyds Bank approached TG to help uplift positive sentiment across their social media channels.
TG developed the idea of an amateur photography competition on social media channels leading up to world photography day on 19 August.
We invited the public to use their own photos to help Lloyds Bank document the Great British Landscape, knowing that people would want to be part of it because it would be a high-profile competition, judged by photography experts, and an opportunity for participants to have their creativity recognised by professionals. And win a prize!
The campaign saw an uplift in engagement across channels and a big boost in positive sentiment. We even managed to build a British themed bank of unique imagery we could use on social media for years to come.
TG are consistently attentive, collaborative and looking for new angles to reach our audience.
Richard Warren · Director of Marketing, Lloyds Bank
Questions & answers
What was the Great British Outdoors campaign?
An amateur photography competition Topham Guerin created for Lloyds Bank on Facebook and Instagram, inviting the public to photograph the British landscape, judged by experts and timed around World Photography Day in August 2022.
Who ran it?
Topham Guerin conceived and ran the competition for Lloyds Bank.
How many people entered?
More than 9,000 entries, generating over 15,000 engagements on Meta.
What did it achieve for Lloyds?
An uplift in positive sentiment across Lloyds' social channels, plus a reusable library of British landscape imagery for ongoing social content.
What prizes were on offer?
The winner received a two-night Peak District getaway and an iPhone 13 Pro; runners-up won Sony A6000 cameras and Jessops experience vouchers.
When did it run?
Entries ran around World Photography Day in August 2022, with winners announced in early September 2022.