End-to-End Mobile Campaign
Challenge
Jack Henry, a leading provider of core banking technology, needed a series of quarterly campaigns to provide to clients for promoting their new Online Financial Management product. We created a series of mobile assets that financial institutions could download and easily deploy from their own brands directly to their customers.
We developed a thoughtful campaign that spoke to customers' uncertainty during the pandemic.
The campaign goals were twofold:
Provide consumer education, engagement, and brand awareness of the new product to increase satisfaction, retention, loyalty, and consumer insights.
Increase client engagement, to strengthen client relationships and retention based on added value of product marketing materials.
Results
The combined B2B and B2C strategy engaged clients and consumers with a series of drip emails, web content, video, and social media assets.
Results included
44 participating financial institutions representing a total of
$30 billion in assets,
650k nationwide consumers, and
product usage lift of 318%.
Marketing Solution
The Right Product
Jack Henry’s clients are community banks and credit unions. During the pandemic, online banking products were particularly suited to engage banking consumers with digital banking, often for the first time. This campaign highlighted the usefulness and ease that online banking products can provide for people’s financial wellness.
The Right People
The campaign targeted Jack Henry’s bank and credit union client marketing teams, giving them the right assets at the right time to engage their customers with online banking products particularly suited for the uncertain pandemic atmosphere.
The Right Strategy
This campaign was initially planned to be released to clients on April 1, 2020. But when the pandemic began, we took a step back and adapted the theme and tone of all the materials from “Financial Freedom” to “Financial Wellness.” Thanks to our creative team, we quickly pivoted and spun out an entirely new campaign in just a couple of weeks, proving we could adapt swiftly and provide the right message at the right time.
