Converting in-branch customers to app users
The situation
Huntington is a full-service bank with over 700 branches in seven states. The bank recently invested in a significant upgrade to its digital banking experience known as The Hub. The Hub offered secure online access to basic account information. A successful launch would require converting current in-branch customers to app users.
The solution
Pathfinders delivered a creative campaign built around the “Insta-Brag” – a popular self-congratulatory social post intended to inspire “envy.” We showcased Huntington customers who’d just received a Heads Up notification, a real-time alert providing insights on their spending and savings. As a result, these customers were able to make better decisions, spend less, or save a little extra.
Bankers and tellers were essential in informing in-branch customers about the benefits of Heads Up notifications. So, we created a 12-month kit of in-branch promotions. The in-branch promotion was supported with customer emails, a sweepstakes, and targeted direct mail and social media.
engagement in bank history
tactical versions
exceeded expectations
The success
Customer Conversions to App Use Saw A Marked Increase
The “un-bank-like” multichannel campaign helped customers quickly see the value of opting in to Heads Up while strengthening Huntington’s image as a bank built to defy expectations. The campaign was delivered on time and on budget and was easily activated in 700 branch locations. The fun, in-branch creative created an invigorated “pride of place.”
Bankers and tellers were energized and actively engaged in talking to customers about Heads Up. The sweepstakes drove the highest engagement in the history of the bank. Customer conversions from in-branch to app use exceeded expectations and beat all previous campaigns.
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