For more than 180 years, Mid-Atlantic based United Bank has grown on the power of its relationship-driven approach, becoming a 200+ branch community bank serving small towns to big cities – like its recent market expansion in the Washington, DC, Maryland and Virginia metro market (affectionately known to locals as the DMV).
To support its brand’s growth in its largest metro market – especially its deepening influence in DMV’s intensely crowded and competitive landscape – United coupled strategic and stunning branch experiences with a smart digital acquisition campaign designed to attract and engage new customers. The campaign promoted a highly differentiated product – a truly free checking account – and its hyper-targeted approach delivered serious results.
Driven by data into audience demographics, needs and behaviors both online and off, the campaign featured creative that targeted the right message on the right channels at the right time. Programmatic display and video and paid search ads generated huge interest. Click-through rates soared almost 150% above the industry average, and the campaign delivered nearly 18 million impressions with page views – mostly from DC audiences – that were in the six figures.
But most importantly, those clicks turned into customers. In all, the checking campaign directly delivered nearly one thousand new checking accounts and new United customers in just a few short months, with a cost per acquisition that was significantly lower than industry benchmarks.
The campaign’s success proves not only the power of targeted digital marketing, but also the power of a holistic approach to growth. Combining smart marketing and smart network and branch strategy across all channels of your experience can help your brand stand out, connect and convert – no matter how tough the competition.
To find out how your bank or credit union can leverage the power of smart marketing to grow, email firstname.lastname@example.org.