“We’re All Family” Integrated Campaign

The “We’re All Family” campaign showcased the heartwarming story of Penny, the golden retriever, and her owner visiting their favorite place – BayCoast Bank. The first-ever in-house produced spot resonated with the audience, emphasizing the personalized and welcoming experience. Authenticity was infused into the campaign by featuring employees as actors, cultivating trust and a strong sense of community. 

GOALS

  • Enhance brand awareness and engagement by leveraging integrated marketing strategies to achieve stronger impressions, social media reach, and website traffic.
  • Cost savings through in-house production

RESULTS

  • TV and billboards garnered 13.7M impressions
  • The dedicated landing page received 700 page views, with an average time spent of 00:02:52, indicating strong interest and engagement with the campaign’s content
  • The social media campaign reached 5K individuals and received 250 likes
  • Saved over $20K in production costs by taking the project in-house

SCOPE

  • TV Commercial: Conceptualized, scripted, and produced a TV commercial in-house that evoked a strong emotional connection with the target audience.
  • Highway Billboards: Strategically placed billboards along busy commuter routes in Providence, Rhode Island, Fall River, and New Bedford, Massachusetts, to increase brand visibility and recall, driving brand awareness.
  • Landing Page: Collaboratively crafted a dedicated landing page on the BayCoast Bank website, highlighting Penny’s heartwarming story and effectively communicating the Bank’s family philosophy and diverse financial solutions to customers.
  • Social Media: Launched a social media campaign around Penny, encouraging customers to say “hello” to her, fostering engagement and interaction with the audience.

TOOLS

  • Adobe InDesign
  • Adobe Illustrator
  • Adobe Photoshop
  • YouTube/Social Media
  • WordPress
  • Promotion Suite
  • Denim Social
  • Navori/Watchfire
  • Microsoft Office Suite

SKILLS

  • Video Production: Led the production of the first-ever in-house TV commercial, overseeing the entire process from conceptualization to execution and ensuring the commercial conveyed the desired feeling of togetherness and belonging experienced by customers.
  • Storytelling: Crafted a compelling and heartwarming narrative around Penny and her owner, establishing an emotional connection with the audience.
  • Branding and Positioning: Ensured the campaign aligned with BayCoast Bank’s brand philosophy of being a family-oriented and trusted financial partner.
  • Creative Direction: Oversaw the overall creative direction of the campaign, ensuring it effectively communicated the emotional connection and sense of togetherness the bank wanted to convey.
  • Digital Marketing: Utilized digital channels like landing pages and social media to engage customers and expand the campaign’s reach.
  • Media Planning: Strategically planned the TV and billboard placements to maximize impressions and brand exposure.

MORE INFO

View All Work