How We Would Do A Banking Social Media Campaign

Let's face it, banks aren't exactly known for their social media presence. Stuck in a world of suits and stuffy boardrooms, many struggle to connect with young adults.

This project showcases a campaign that delivers bite-sized financial insights in a fun way, transforming how young adults perceive finances.

The financial services industry often struggles to connect with younger generations. They face two main challenges:

Traditional marketing: The traditional approach is industry standard - however, these approaches are seen as outdated and irrelevant, creating a perception of banks as distant and out-of-touch.

Disconnected: The feeling being disconnected hinders brand likability and engagement with a crucial demographic.

Goals

• Increase brand awareness and positive perception among young adults.

• Foster a connection with the target audience through engaging and relatable social media content.

• Reposition the bank as a modern and relevant financial partner for young adults.

Our Approach Consisted Of

Social Media Campaign & Brand Repositioning

Targeted campaigns across social media to reach the desired customer group.

Strategy

This innovative campaign focused on a "Entertainment First" approach to financial literacy education for young adults.

Entertainment-First Education: Realistically speaking, nobody is scrolling their socials with the goal to get a new credit card. By prioritizing the creation of entertaining content that educates viewers about personal finance in a subtle and lighthearted way, the banks positioning changes positively.

Faceless Finance: We shifted the focus from celebrity endorsements and large groups of actors on TV commercials, to the concept of financial literacy itself. And we did not hold back. We made the campaign an infinite source of inspiration and sustainable across various platforms, by making it a faceless campaign.

Likely The Most Unconventional Way to Financial Literacy

Impact

This is a concept project, and the expected outcome is a positive shift in brand perception, increased brand awareness and social media engagement among the target audience. The proposed campaign aims to position the bank as a fun educator, whose subjects align closely to their target audience. It truly showcases the bank as a modern and trustworthy financial partner for young adults.

Final Word

This case study demonstrates the power of unconventional social media strategies. By prioritizing entertainment, building a community around financial literacy, and utilizing a "faceless" approach, this campaign shows you can connect with young adults without needing celebrities doing trendy dances.