Santander was closing a number of branches and needed to make sure customers were still able to send and receive money without being inconvenienced by increasing adoption of Zelle® through the Santander mobile banking app. And while messaging this specific group of customers, Santander also wanted to use the opportunity to increase mobile banking amongst their digital-first online banking customers.
Through geo-targeted programmatic display and video and paid social on Facebook and Instagram, we created messaging alerting customers in both target groups that banking is always in reach when they choose Zelle® in their Santander mobile banking app to safely, quickly, and conveniently send money from wherever they are.
The campaign garnered a 15% lift in Zelle® transactions, surpassing the benchmark by 7%.
