Campaign: Plus Checking Launch

A deep dive into the strategic planning, creative execution, and performance outcomes behind our Plus Checking Launch.

Goal: Increase new account openings, boost debit/card usage, and drive household share

My Role and Responsibilities: I was the campaign leader where I authored the research and creative brief. I was the messaging strategist and stakeholder liaison between compliance and digital channels.

Objective: Drive the successful launch of the Plus Checking account by implementing strategic marketing initiatives aimed at increasing new account openings and reactivate dormant accounts.

Initial Marketing Research:

Audience: Our target audience consisted of affluent individuals aged 45-65, earning $100K and above annually. They have a strong preference for luxury items and value high-quality, premium services. This demographic seeks financial solutions that complement their lifestyle, offering convenience, and exclusivity, and personalized support.

Channels:

Results:

• 20% Increase in Plus Checking Accounts
• 10% Increase in Plus Checking deposit balance
  • ~$90 million increase in first three months
• 5% Increase in transactions of current Plus Checking Accounts

Creative: