SunTrust Bank →
SunTrust is known as a friendly neighborhood bank, lauded for its customer service. But in the social space, it had neither personality nor voice. So we were charged with building a community there and making SunTrust relevant to them in moments that mattered.
We began by identifying trending conversations, starting some of our own, then creating value with shareable tips and insights that promoted financial health and abundance. And in some cases, we simply aimed to put a smile on our community’s face.
To that end, we tapped in both pro-actively and reactively with a mix of fun and helpful posts. By listening and participating in current conversations and creating useful, relevant content, we attracted a community that grew and responded. In just our first month, our fan base increased by 8.5% and our average daily engaged users grew by 427%.
Below are a few of the posts we created for Facebook, Twitter and native placements.
When SPRING was around the corner and social talk was about making changes to reflect current trends, we created an infographic to show smart changes people could make at work to maximize their earnings. The ‘What’s In What’s Out’ Job Edition also gave us an opportunity to serialize content.
For “I’M IN CONTROL DAY” we posted positive affirmations for financial well-being.
For EARTH HOUR, we had our Facebook and Twitter cover photos go dark, encouraging our community to do the same.
And for EARTH DAY, we posted tips for our community to save money with eco-friendly habits.
During COLLEGE ADMISSION TIME, when the social sphere was abuzz with changing perceptions about affordable schools vs. status-schools, we engaged our community with a poll to see where they stood on the matter.
We followed it up by responding to the results with valuable resources like spending calculators, links to scholarship programs, an explanation of different types of loans. And of course, what we could offer as a bank.
For MOTHER'S DAY, we created a virtual hug our community could have fun sharing with each other.
And for FATHER'S DAY we asked our community for the best advice their dads gave them. Then, delighted them by turning their responses into designed image quotes they could share.
When we heard MILLENNIALS WEREN'T SAVING FOR RETIREMENT because the amount they could put away seemed insignificant, we created a post to show what saving even an extra $10 a week could do over time with the magic of compound interest.
And during EMPLOYEE WELLNESS MONTH, we posted tips to help our community take charge of their well-being at work.
