The Web Marketing Association is proud to present this 2024 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Bank Social Media Campaign
Banking is a crowded market, especially when it comes to capturing the Millennial and Gen-Z “digital native” audiences, who are usually attracted to the big banks for convenience. So how can a community bank stand out to them while also staying relevant to the bank’s traditional, older audience? That was our challenge.
We created a campaign that captured locally inspired, real-life moments both audiences could relate to. We paired “Instagram-real” photography that looked like a collection of our camera rolls (sometimes, literally) with our playful tone of voice to make complex banking topics feel relatable and also achievable.
And if we were going to show real-life moments, we wanted to initiate conversations in places our audience already visits on a daily basis, like TikTok, Instagram, and NextDoor.
The result? Across paid social, we engaged prospective customers and drove traffic to the Dedham Savings website with an above industry-benchmark media performance:
• +17% more ‘Open Account’ clicks on-site year-over-year
• 11M impressions among a diverse range of consumers
• +55% engagement above industry benchmark on TikTok ads targeting young bankers
Contributors:
| Creative Director : | Chris Edwards |
| Copywriter: | Lindsey Rosenblatt |
| Art Director : | Shannon Neff |
| Partner, Strategy : | Brianna Lonergan |
| Relationship Manager : | Max Simons |
| Video Producer : | Dan Shapiro |
| Associate Integrated Producer : | Katherine Sultzer |
| Video Editor : | Jordan Mudd |
| Media Director : | Nikki D'Amato |
| Senior Media Planner : | Joe Tocio |