Northern Bank

Challenge

Our client is a local Massachusetts bank with a focus on business lending. They could not fulfill demand for commercial loans without increased liquidity. To do that, the bank needed to increase deposits and other accounts to continue to be able to extend commercial loans and grow their loan portfolio.

Strategy

Money isn’t the end goal. It enables something more personal.

Solution

Zozimus worked with the bank to develop a strategy to attract affluent investors who were interested in Money Market’s and Certificate of Deposits with above market interest rates.

We established the characteristics of a qualified lead through lead scoring and leveraged the existing audience data.

Developed messaging, CTA’s and landing pages that were created and mapped to user journey

Then we mapped the leads back to individual ad clicks and the impressions we bid on by passing data on each individual ad click through. This allowed us to analyze lead quality by campaign, audience, ad, and even time of day or geographic location.

The last step was to leverage this data for bidding using Machine Learning algorithms that could perform high-volume bidding based on our data in real-time.

Creative

Inspired by the north-facing arrow in Northern Bank’s logo, we created a brand platform of “Stay True.” It’s an inspiring brand ethos that encourages people to focus on what matters most to them. When paired with beautiful imagery outside the category expectations, we established a memorable, provocative brand that’s committed to our customers’ individual goals. Rather than just their bank accounts.

Campaign Results

19.55 million impressions

65% lower CPL

47% increase in branded search

1,700 leads

$354MM CD and MMA deposits