Upgraded App Campaign Delivers 17% Usage Lift

CONTEXT

In response to client feedback, Fremont Bank launched an upgraded mobile and online banking experience. The campaign needed to serve two audiences: existing clients who hadn't yet adopted it, and prospects who needed a reason to choose Fremont Bank over a competitor.

STRATEGY

For existing clients, the message was relational: we listened, and here's what we built for you. For prospects, the improved app was a tangible differentiator in a crowded market. I built a single integrated campaign that carried both messages across paid social, organic content, email, radio and direct mail, anchored by an award-winning animated video.

RESULTS

App downloads increased 40%. Mobile and online banking activity increased 17% versus the prior quarter.

The video won an award for video animation from Graphis and awards for illustration and animation from Indigo.