In order to provide value to bank customers, I developed a social media program where users could opt-in to the Make It Count Savings Challenge for 21 days of motivation, tips, and discussions to help them become better savers.
The goal was to drive engagement, by having people share, comment and like the content we provided to them.
At the end of the 21 days, we polled people to see if they felt the program was valuable and to additional insights.
Thousands participated and it was the beginning of a more conversational, engaged community that extended beyond the program in the event page. There was some in-branch support as well with digital video screens helping drive awareness of the campaign.