The Co-operative Bank has appointed myclever Agency to provide integrated social media support for its new ‘It’s good to be different’ multi-media advertising campaign.

The Co-operative Bank’s new TV advert, which aired on TV on Wednesday 2 March will be supported by a series of complementary adverts created by myclever specifically for the bank’s social media platforms.

Stuart Robinson, Operations Director at myclever Agency, explains: “The new campaign is all about the bank being modern, distinctive and bold, so its brief to us was to bring this ethos to life on social media. Our response is integrated activity that runs alongside the TV advert, but engages audiences in a way they expect on social media platforms.”

The myclever campaign features video-led content that celebrates real people who do things differently in a positive way. The stars of the social media adverts include a hairdresser who cuts the hair of homeless people he meets on the street and a charity that asks young people to read to dogs to help improve their reading.

As well as developing the videos from creative concept to production, myclever will implement a targeted social media advertising strategy for the content across The Co-operative Bank’s Facebook, Twitter and Instagram platforms to broaden its reach.

Concluding, Fiona Edwards, Marketing Media Manager at The Co-operative Bank, said: “Our TV advert focuses on telling the real story of someone who does things differently and we wanted to translate that concept to social media in an equally authentic way.

“myclever Agency really understood the brief and created a wholly complementary campaign that combines quirky, heart-warming, engaging content, with a solid paid-for strategy.”