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The Right Product: The Bump Rate Share Certificate was the ideal product to promote in August and September amid rising interest rates and market uncertainty, when consumers seek stable, predictable financial options.
The Right Time: The 45-day campaign budget was strategically weighted, with more spend allocated following the anticipated Federal rate announcement.
The Right People: Bump Rate Share Certificates are popular among older and more financially conservative consumers.
The Right Place: Not all digital advertising was equal and heavy emphasis was placed on in-app mobile advertising, targeting specific demographics to reach the highest potential consumers. Retargeting was performed on both mobile and website visitors. In addition, certain landing pages were retargeted to cross-sell to existing members.
We initially targeted geographical areas near branches in its designated footprint. 15 Days in, targeting was expanded to include all of Louisiana and selected cities in Texas, Mississippi, and Florida. These locations were chosen due to their proximity to our client’s main service areas, coupled with its desired demographics.
The Right Creatives: Many financial institutions were starting to promote share certificates so our client relied on us to create an ad concept that differentiated them from their competitors. We developed a strong tagline to empower consumers and encourage them to take immediate action with something bold and relevant: “Time to Grow Your Savings.” We paired this line with imagery of being on a mountain top with open arms. This reinforced the accomplishment of opening an account. Interest rates and call-to-action buttons were prominently displayed without detracting from the overall message. The traditional brand color palette was slightly modified to stronger shades.
The Right Product: The Bump Rate Share Certificate was the ideal product to promote in August and September amid rising interest rates and market uncertainty, when consumers seek stable, predictable financial options.
The Right Time: The 45-day campaign budget was strategically weighted, with more spend allocated following the anticipated Federal rate announcement.
The Right People: Bump Rate Share Certificates are popular among older and more financially conservative consumers.
The Right Place: Not all digital advertising was equal and heavy emphasis was placed on in-app mobile advertising, targeting specific demographics to reach the highest potential consumers. Retargeting was performed on both mobile and website visitors. In addition, certain landing pages were retargeted to cross-sell to existing members.
We initially targeted geographical areas near branches in its designated footprint. 15 Days in, targeting was expanded to include all of Louisiana and selected cities in Texas, Mississippi, and Florida. These locations were chosen due to their proximity to our client’s main service areas, coupled with its desired demographics.
The Right Creatives: Many financial institutions were starting to promote share certificates so our client relied on us to create an ad concept that differentiated them from their competitors. We developed a strong tagline to empower consumers and encourage them to take immediate action with something bold and relevant: “Time to Grow Your Savings.” We paired this line with imagery of being on a mountain top with open arms. This reinforced the accomplishment of opening an account. Interest rates and call-to-action buttons were prominently displayed without detracting from the overall message. The traditional brand color palette was slightly modified to stronger shades.
The campaign generated 1.47 million impressions and 14,400 clicks, achieving a 0.98% click-through rate. Website traffic increased by 639% during the 45-day period, resulting in 678 Bump Rate Share Certificate account openings totaling $34.3 million in deposits.
As anticipated, most accounts were opened by consumers aged 51–88. Additionally, over half of all new accounts came from non-members—creating strong cross-selling opportunities for other products and services.
