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This case study showcases two social promotions for Umpqua Bank that were developed by Beeby Clark+Meyler. The Facebook campaigns focused on social sharing to attract attention to Umpqua Bank's charitable actions, generate interaction (likes, shares, comments) and grow the Facebook fan base.
Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media.
We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales.
For more information, contact Stuart Meyler, Principal
BeebyClarkMeyler.com | @GoBCM• The financial vertical typically receives low engagement on Facebook. Umpqua had recently experienced a small burst of activity and wanted to take advantage of it.• Umpqua wanted to increase their Facebook fan count by 100%. They had not previously invested in Facebook media.• The target consumer is very passionate about the bank’s charitable efforts.
BeebyClarkMeyler.com | @GoBCM• Instead of focusing on products, we focused on leveraging the target consumer’s passion for volunteerism and education. Umpqua was willing to give money to support these worthy causes.• We created social objects containing strong call-to-action copy that asked consumers to share/like/comment in order to generate a donation.• The creative spoke to attributes of generosity and giving, making it very shareable.• The creative leveraged other digital touch points to create an integrated online campaign.
BeebyClarkMeyler.com | @GoBCM Facebook ProgramPaid Media• Facebook media • Promoted Posts • Like ads Earned Media • Likes, Shares, CoOwned Media mments• Online Banking • Blog postings• Website • Tweets• Umpqua Email • Media• Intranet• Press Release
BeebyClarkMeyler.com | @GoBCM• Joy of Giving (November 19 – December 16) • 2,275 Likes • 1,688 Shares • 3,273 Comments
BeebyClarkMeyler.com | @GoBCM• Back to School (August 9 – September 10) • 4,631 Likes • 1,018 Shares • 194 Comments
BeebyClarkMeyler.com | @GoBCM• The campaigns successfully grew the fan base by over 10K fans over 6 months.• The efforts also engaged half of the Facebook audience each time – generating thousands of viral mentions.• Thousands of heartfelt comments voiced support for charities/schools and Umpqua’s efforts.• The campaign was cited by Non-profits on Facebook as a worthy program and it also received a W3 award.
BeebyClarkMeyler.com | @GoBCMBeeby Clark+Meyler is an award-winning interactive agency focused oninnovation in media. By this we mean the creation of new and more effectivemarketing based on the consumer’s evolving interaction with, andconsumption of, media.We design highly productive marketing programs that leverage today’s mostengaging digital media technologies to enable more brand engagement,awareness and sales.For more information, contact Stuart Meyler, Principalsmeyler@beebyclarkmeyler.com, 203.653.7950Visit: BeebyClarkMeyler.comFollow: @gobcm