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Social media campaign: when digital banking meets summer travel.


BMO Harris’ online and mobile banking platforms are robust and advanced, but the services weren’t being used enough—only a quarter of customers were active users of online and mobile banking. There was a particularly large barrier between the digital banking services and older adult customers.

BMO Harris asked McGuffin to develop a social media campaign that engaged their audience and educated them about the simplicity, security and convenience of online and mobile banking. The goal was to increase monthly app installs.


Using a story-driven “summer travel” theme to align with the timeline of our social media campaign, we developed a series of sponsored posts using a range of formats and ad units, including Facebook App Installs, Facebook Carousels, tweets, Instagram posts, and a mix of static images and video. The campaign educated traditionally tech-averse customers about the opportunities, ease and security of digital banking, and it encouraged them to take advantage of online and mobile banking services so they could stay focused on their summer vacation—and spend less time on their finances.

• Generated nearly 17,000 total “Intent to Install” clicks across Facebook, Instagram and Twitter, exceeding our goal of 600.
• Online banking usage increased 2.5% MoM; reactivation of previous users increased 22%
• Mobile banking usage grew 3% MoM, with a 66% increase in new users among existing customers



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