Driving app usage at Fremont Bank

There’s an app for that

Challenge: After launching a state-of-the-art online and mobile banking experience, Fremont Bank wanted more of the bank’s clients to try it out and enjoy its upgraded features.

Approach: I led a cross-functional team to implement an awareness campaign designed to inspire clients to diverge from their regular banking habits and engage with the new online and mobile banking experience more often. The work included:

• An integrated campaign strategy spanning paid social, organic content, email, radio and direct mail.

• Messaging that connects Fremont Bank’s primary differentiator, their community support, to the benefits of the new online and mobile banking experience.

• An animated teaser video that won silver awards for video animation from Graphis and Indigo.

• A comprehensive landing page where clients could find high level information about benefits as well as detailed how-to instructions.

Results: The campaign was a success. App downloads increased by 40%; mobile and online banking activity increased 17% vs. the quarter before the campaign began.