Simple but effective

During the campaign’s first year, brand awareness was a key factor in influencing the most effective channel allocation for a $1 million media spend. PeoplesBank delivered more than 80 million impressions to consumers within its footprint through a mix of high-level brand awareness tactics and targeted programmatic digital tactics.

PeoplesBank continues to see the importance of brand advertising used as a “halo” over its product messaging for retail, business banking and consumer lending. The bank saw increased mortgage and personal loan applications during the sustained brand spend.

While top-funnel brand tactics were crucial in building equity in the Simple brand, it also focused funds on digital, as online banking boomed in a post-pandemic landscape. By dialing up digital, PeoplesBank saw a 10% increase in web traffic during the first year of the campaign. Growth continues in site visits and session duration.

PeoplesBank associates are committed to carrying out the Simple brand message in everything they do, from their interactions with customers to introducing new technology, such as VideoBankerITMs, which give customers access to a drive-up teller seven days a week.

As the bank increased its emphasis on messaging in the more expensive Connecticut market, spending was increased and allocated to deliver effective and efficient communications.

The numbers support the effectiveness of this campaign. A few more examples:

• Broadcast outperformed Northeast regional advertisers, as well as financial industry averages, by driving a 78% higher website visitation lift following the airing of the spot.

• When people were asked “how familiar are you with PeoplesBank,” the bank saw a brand lift of 10% (two times higher than the benchmark lift of 5%) after the launch of the 2020 campaign.

• In 2022, this momentum continued as video partner ViralGains, reported an 11.12% total brand lift when more audience members ranked their familiarity with PeoplesBank at 4 or 5 out of 5.

• Paid search performance in the Connecticut demographic remains strong and is up 120% compared to 2021 with a 13% click-through rate and 6.6% click to app start rate.