M&T Bank Checking Campaign

Client

M&T Bank

Company

Rosetta/Publicis

Role

Creative Director, Digital Strategist

A campaign to drive new checking account opens for M&T Bank, with a segmented offer strategy based on CRM data. Location was used to segment creative for Baltimore customers in order to leverage assets from M&T’s Ravens partnership with the NFL. Other offers were segmented after conducting customer lifetime value estimates, and still more were tested in A/B scenarios to optimize traffic in realtime. Creative was deployed via email, and then drove to a corresponding conversion-oriented landing page.

A complimentary Facebook campaign was also launched, using broader targeting measures and a sweepstakes offer to funnel new leads into the CRM while still leveraging M&T’s broader NFL partnership.

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