How do you get a million eyeballs on a small regional bank?

The ask:
West Michigan Community Bank, a small seven-branch regional bank, needed to increase awareness in a marketplace where over 100 different banks with hundreds of branches and larger marketing budgets competed for consumer attention. They had no special offers or interest rates to promote at that time and their value as a personal-touch bank was being undermined by online transactions. Our job was to make small and personal look like a really big deal with a limited budget.

The answer:
Knowing that digital and social marketing would have a much larger impact than the one or two billboards their budget provided, we developed a geo-fenced, digital/social campaign that leveraged local culture and eye-catching imagery to say a small bank with a personal approach could make a huge different in a consumer’s life.

The outcome:
In three short months the over 1,000,000 views generated by the campaign’s dynamic social postings amounted to 5 times the population of the bank’s service area, generating much needed awareness for their brand.