OUR WORK dedham Saving bank
You can’t win ‘em all. Or can you?
Since 1839, Dedham Savings has been building loyalty by being by their customers’ sides for the entire life journey – from the first savings account, car, and home, through their business challenges, and all the way to retirement. And while our “Here for the Journey” brand campaign was generating very positive engagement among traditional community bankers, Dedham Savings recognized that they needed help winning over younger bankers to escalate growth. You know, app-loving digital natives who still value great customer service. Without alienating a broad range of customers and staying true to the core of who they are, we gave their brand a fresh new look and feel and even dabbled in channels where community banks don’t usually dabble. And as it turns out, you can win ‘em all.
GOAL
Grow new account openings within the millennial audience base.
SECTOR EXPERTISE
Financial Services
+17%
more ‘open account’ clicks on–site year–over–year
25.6 M
impressions among a diverse range of consumers
+55%
engagement above industry benchmark on TikTok ads targeting young bankers
The Work
Video/OOT: Utilizing video over-the-top (OTT) streaming TV ads, we could deliver messaging to target our audience on their favorite streaming shows.
TikTok: Knowing our audience is highly engaged on TikTok, we created content that was authentic to the trends (versus looking like ads) and, as a result, saw 1.7+ million video views.
Out of Home: With a new branch in South Boston, which has become a haven for millennials, we had a station takeover at the busy Broadway station in the heart of “Southie.”
Digital: Utilizing the community app NextDoor, Meta’s Facebook and Instagram, and local news websites, we implemented highly contextual messaging such as “Oops. You did just drop your phone in the toilet. Again.” Driving strong impressions and engagement.
