Regional Bank Increases Brand Awareness With Custom Campaign Execution

A regional bank collaborated with Strategus to enhance brand awareness among upwardly mobile users, flourishing families, and financial elites. Strategus executed custom advertising strategies, meticulously structuring the campaign across geography, audience, device targeting, and attribution. Over the initial 4 months of 2023, the bank garnered 507,472 overall web visits, 8,903 Search attributions through Google, and 31 Home Lending Lead Form submissions.

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Objective

The primary objectives were to increase brand awareness in target markets and drive both in-person and online traffic.

The 2023 campaign was structured into three tiers for geographic targeting, addressing the largest DMAs, medium-sized DMAs, and smaller DMAs. A custom, layered audience targeting strategy was employed, incorporating Claritas Financial P$YCLE data segments, relevant third-party financial data segments targeting users in-market for various financial products, and website retargeting.

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Strategy

Strategus implemented a Cross Device Retargeting Strategy to enhance engagement, site visits, conversions, and brand lift. The target audience was initially exposed to ads on Connected TVs (CTV), followed by Online Video and Display ads on other clickable devices to optimize performance.

To measure results, a multi-touch attribution strategy was implemented to track both offline and online activities, including website visits, button clicks, form fills, in-person bank visits, Search & Social Conversions, and Brand Awareness Lift Studies. Brand awareness among the exposed group increased by 4.4% in the first 4 months of 2023.