To increase brand awareness by using YouTube and Facebook video advertising to drive traffic to the bank’s landing page.
Peoples Trust Company was looking to build brand awareness and showcase community involvement with a custom video tribute to the communities it serves. The way people view video and consume content has changed significantly over the past few years. More than half of all video content is now viewed on mobile devices, and 85% of Facebook video is viewed without sound on. These trends were carefully evaluated as the campaign was planned.
Video advertising has quickly become an important component of digital and social marketing. Roughly 55% of the population views online videos every day. The agency designed a mobile-friendly landing page around the custom video. In order to generate awareness and traffic to the landing page, the agency utilized a targeted campaign on both Facebook and YouTube, to reach community members at a low cost-per-click and per–view with ads optimized for both mobile and desktop.
The month-long campaign generated over 100,000 impressions with roughly 15.4% of people watching the full-length video (1:54). 64% of landing page traffic came from a mobile device, proving the importance of optimizing campaigns for mobile. The video has received over 100 likes and 150 shares on Facebook, reaching an even a larger audience outside of the campaign and has more than 60,000 views on Facebook and YouTube combined. Finally, the landing page generated a higher than normal call-to-action CTR for a campaign of this type.
This campaign continued to generate activity and engagement months after its initial introduction. The effort between the bank and agency strongly displayed the power of digital/social media and the longevity that comes with compelling content.
“We decided to use video advertising to create compelling content that would captivate our audience with our brand promise and showcase our love for the community. The campaign generated great activity and engagement both online and, in the community, even after it finished.”