We began the campaign with sharing the above the line campaign material. This was against the premisethatbecauseofStanbicBankaonce“intern” wasnowa“creativedirector”thanksto Stanbic that helped him/her move forward through a financial product..
As the campaign rolled out the community caught up and asked who “Farai” was and what he did and how specifically the bank moved him forward. It was at this juncture that we decided the community needed real examples and not ’stock” examples.
We looked for existing clients who were moved forward by Stanbic Bank. We interviewed them taking into consideration all the questions asked and shared the content as videos . The videos resonated well with the community as they could now better relate with these existing clients as opposed to Farai and Patience.
Campaign Impressions: 500K Total Video views: 12K Average engagement – 16%
Brand warmth increased by 22%
5% Increase in account opening and loan uptake through social media.