One of the nation’s largest regional full-service providers of consumer and commercial banking services wanted to respond to consumers’ demand for ways to make shopping simple and secure, highlighting mobile payments as an increasingly popular solution. A campaign was developed to help consumers understand their payment options (specifically Visa Checkout), raise awareness of the bank’s payment options, and drive traffic to the bank’s online resources.
The overall strategy consisted of earned and paid media tactics to promote the bank’s payment program, including a proactive pitch campaign to local and key market media, two blog campaigns via a social media influencer program and corresponding Twitter party, and a national satellite media tour. The campaign messaging highlighted payment options, specifically Visa Checkout, which further intertwined the bank in customers’ and potential customers’ daily lives. Through social media and blogs, influencers enhanced awareness and drove traffic to the bank’s website. The national satellite media tour leveraged the expertise of a bank executive on-air with stations in the bank’s footprint, emphasizing technological advancements and what consumers need to know about payment options. In addition to translating into 22 broadcast segments, the video clip was used to pitch additional regional and national media.
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