Problem

The Banks needed to raise awareness for their philanthropic giving and find a worthy recipient of a $3,000 health grant. Each needed to run a similar campaign while maintaining their own separate branding identity.

Execution

Students love to compete and show off their school pride, and competition drives engagement, so we created a Facebook campaign that capitalized on both of these ideas.

Images of kids enjoying healthy food and activities were used to reinforce the message of the charitable campaign, and the headline What’s not to “like”? provided a clear connection to Facebook. Schools that entered the contest were provided with flyers to distribute to their students and display on-site. To encourage both consumer and student engagement, the campaign was promoted by the Banks through Facebook advertising, in-branch flyers and digital signs, over-the-counter cards, website banners, on billboards and in print ads.

Results

The Banks received extremely positive feedback from this event. MVSB has continued to conduct Facebook contests for the past few years, with a superb response from customers. As The Merrimack’s first Facebook campaign since having joined the NH Mutual Bancorp family, the Bank was delighted with the outcome.