Vision.
Research shows that Millennials have a desire to save. The Citizens Bank has innovative savings
accounts that make it easier for people to save, including Millennials. In addition, bank
regulators are encouraging financial institutions to promote saving money.
Solution.
To reach customers where they spend the majority of their time, we developed a digital
strategy utilizing Facebook and Instagram. Since we had the ability to reach over a half a million people on these social channels within the Citizens branch footprint, focusing our efforts there made sense. The theme we created for the campaign was: Savings Revolution. We launched the campaign January 1, 2017 with a Magic of Savings $2,500 Disney Gift Card Giveaway and drove people to a #SavingsRevolution landing page. The promotion was rounded out with in branch
collateral materials.
Impact.
In one month, we increased the number of Facebook fans from 6,500 to almost 11,000. Savings
account openings are up, and as a part of the campaign, we shared Savings Tips from employees
who also had a chance to win prizes. The #SavingsRevolution and Magic of Savings promotions
were successful in reaching current customers and social fans while increasing savings
accounts and new online traffic and prospects.
