How a Bank Used Digital Media to Put People Back to Work, Increase Brand Awareness

Two years ago, Fifth Third Bank identified the reason that some of its customers were behind on their mortgage payments was due to job loss. For those less familiar with Fifth Third, we’re known as the Curious Bank, so we take pride in our ability to challenge ourselves to ask better questions to find better solutions.Rather than focusing on late payments, we asked ourselves if there was a way we could help these customers get back to work. By helping them with the true root of the problem—joblessness—we knew we’d be able to help our customers stay in their homes.
So in 2012, Fifth Third established a first-of-its-kind relationship with NextJob, an online and one-on-one job coaching service, to help those in need. More recently, our team expanded the program even further, by harnessing the power of social media to help individual job seekers get back to work with our Retweet to Reemploy initiative.
Retweet to Reemploy was originally conceived as a second quarter marketing effort with our agency of record, Leo Burnett, to gain recognition for the bank’s reemployment program. The campaign included three major efforts: shareable content, a wide distribution strategy, and a strong call to action.

Make it Shareable

Every digital asset focused on garnering positive word of mouth throughout this campaign, including traditional digital banner ads that had a Retweet as the primary call-to-action. Digital banners proved not only a successful driver of site traffic and awareness, but a key driver of social sharing activity.
By the end of the campaign, we exceeded our share-rate goal by more than 35%.