PHILADELPHIA (December 11, 2015)– When Beneficial Bank, one of the oldest banks in Philadelphia (assets: $4.7 billion), set out to revamp its brand in 2013, it also shifted its culture to be more relevant to the millennial audience. By deeply studying this group through consumer research, introducing purposeful creative focused on serving millennials’ financial needs and working to change the mindset of every employee from top to bottom, Brownstein Group helped Beneficial create a brand intended to enhance the bank’s traditional values while simultaneously gaining the attention of this valuable new audience.
In an article published on ABAMarketing.com this week, reporter Sicily Axton tells the story of how the brand refresh campaign resonated with the all important Millenial audience and surpassed original expectations.
Beneficial’s brand awareness goal was 2 percent, and it doubled that to 4 percent. Facebook page “likes” grew 12.1 percent, and engagement (monthly average of likes, comments and shares) on Facebook was up over 168 percent. Twitter followers grew by 3.3 percent and interaction (monthly average of shares, retweets or mark as a favorite) was up over 200 percent.
For digital media performance, the bank set a goal of 0.055 percent click through rates on all rich media and reached 0.065 percent.
To read the full article, click HERE