Elevate digital and social tactics to deliver on a cohesive, higher order brand purpose.

 

Challenge

A banking client came in with an established brand position of “respect” – which had come to mean everything from “be nice to people” to championing complex and emotionally loaded causes like homelessness and domestic violence. They needed a social media strategy that would provide coherence for the brand and help them stand out among competitors outspending them ten-to-one.

Opportunity

Translate “respect” into an audience-centric, action-oriented social media brand role.

Insight

Nearly 70% of Millennials say their life isn’t where they thought it would be. 1 in 5 Gen Z’ers say their finances are their most acute point of stress. And yet…banks in social media:

Idea

Our Brand Role in Social Media:

Provide a haven of real-world perspective + meaningful utility
[Respect people’s actual context and needs] 

so that they are emotionally and rationally equipped to better face their unique financial realities
[and ultimately Prosper]

Disarmingly Honest + Surprisingly Useful