NatWest X Mariam Raidi

We launched NatWest Business’s first-ever Gen Z TikTok campaign. 

With the aim to showcase how NatWest is the go-to bank for essential tools and support for entrepreneurs kick-starting or growing a business, we hand-picked five exceptional creators who not only resonate with NatWest products, but also have a strong following amongst the younger demographic.  

With an incredible TikTok reach of over 10 million, Mariam Raidi, Mesha Moinirad, Therese Ryan, Callum Ryan, and Luke Vernon created authentic and inspiring content, drawing upon their personal experiences with NatWest Bank while staying true to their unique styles. 

The campaign to date has reached a staggering 4.12 million people. With Mariam’s content alone generating 2.7 million views and an impressive 20% engagement rate—five times higher than the industry standard. 

This work helped shift perceptions, from an old school banking institution, to one that will inspire a new generation of young business owners.