To compete in today’s financial marketplace, banks must reinvent their products and services and market them in fresh, new ways. FirstBank set out to market an old school product with a new way of thinking.
FirstBank turned to Hip to create a creative solution for marketing CDs with new terms. In addition to higher rates, the bank was offering varying terms for customers to choose between. A fresh product approach deserves a fun concept. The “mature on your own terms” campaign was born. In addition to an attention getting creative, Hip Brand recommended paid social to run in addition to print.
The campaign launched on a Friday and by the next week it was going gangbusters with a launch on Facebook utilizing the Facebook Ad Network. Over a six-week period, the campaign exceeded all goals by almost double bringing in millions of dollars in CD deposits.
“AUTHENTIC BRANDS DON’T EMERGE FROM MARKETING CUBICLES OR ADVERTISING AGENCIES. THEY EMANATE FROM EVERYTHING THE COMPANY DOES.”
Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand, according to Howard Shultz, chairman and CEO of the largest coffeehouse company in the world, Starbucks.
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