Award-winning creative and cutting-edge media strategy result in new product launch success
When Berkshire Bank prepared to introduce an innovative product named Berkshire One, the bank turned to Leverage to completely revamp prior marketing strategies to create a definitive, new approach to how the Bank communicatee with its customers and prospects.
By bundling a unique set of perks including streaming services reimbursement, cell phone insurance and rates seven times the national average, among others, Berkshire One offerings was crafted to stand out from the rest of the pack.
In order to create brand awareness, Berkshire One’s introduction boasted the Bank’s “new” branding elements with secondary and tertiary colors as well as imagery appealing to a digitally-sophisticated audience.
Berkshire One’s introduction was launched using a combination of digital ads to target prospects through Google AdWords, Keywords FB, Instagram and Reddit. A number of static and digital outdoor advertising vehicles were also employed in the Bank’s key markets along with email marketing to the Bank’s existing customer base.
Utilizing ad metrics to help determine which digital ads are performing best and promote and drive traffic to Berkshire One’s landing page, the campaign was able to nimbly alter media placements to maximize traffic.
A concerted social media campaign paired with public relations efforts were also employed. Further, the Bank engaged with Derek White of the Boston Celtics and USA Olympic Basketball teams as a spokesperson for the novel product.
The Bank’s website’s home page was also redesigned to reflect new the new branding and link to Berkshire One.
