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The campaign strategy and efforts resulted in a +6.5% lift in awareness and a +25% increase in perception that Bank of America is their partner (from customers). This indicated a strong increase in both brand awareness and brand favorability to help drives loyalty and sales.
expert
Bank of America was facing consumer trust issues stemming from the 2008 financial crisis. Its consumers were overwhelmed with financial challenges and saturated with today’s social media lifestyle of everyone living their best life. Bank of America wanted to help its consumers while improving brand awareness and brand perception/favorability through its financial wellness program, Better Money Habits. The challenge was to genuinely connect and help its Millennial audience to break down the barriers of trust.
The strategy focused on a high-touch in-person financial retreat which extended into digital and social channels. A unique partnership with BuzzFeed enabled us to launch the campaign with an immersive experience, a weekend retreat and financial bootcamp for customers. The retreat facilitated honest conversations and provided guidance through peers and influencers based on our audience’s life priorities so that they could keep up with what matters most to them. Content was also captured and distributed to our national audience across digital + social channels, as well as influencer and media channels.
The campaign strategy and efforts resulted in a +6.5% lift in awareness and a +25% increase in perception that Bank of America is their partner (from customers). This indicated a strong increase in both brand awareness and brand favorability to help drives loyalty and sales.
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