EXECUTIVE SNAPSHOT
Client: First Commonwealth Bank (10-year partnership | Regional bank, $11.7 billion in assets)
Engagement: Full-Funnel Media Partnership
Headline Outcomes:
- +366% YoY growth in checking account starts
- +52% lift in marketing ROI
- -85% reduction in cost-per-application (CPA)
- Achieved growth goal in the first nine months of the campaign
The Challenge
Retail banks are under pressure to grow low‑cost deposits while navigating shrinking margins and heightened regulatory scrutiny. FCB needed to reverse a slowdown in new checking account growth but do it with 17% less budget than the previous year.
Strategic Insight
Our audit revealed fragmentation across channels and limited visibility into the customer journey. By unifying 1st party data in a consumer journey platform, we could: Identify high‑value audience segments based on life event signals (e.g., moves, job changes). Sequence messaging to nudge prospects from awareness to application. Measure contribution of every media touchpoint to conversion, not just last‑click.
Integrated Media Solution
Awareness
Connected TV, Streaming Audio, Programmatic Display
Consideration
Paid Social (FB/IG), Native Sponsored Content
Conversion
Paid Search, Retargeting, Email Triggers
What Moved the Needle
Why Banking CMO's Should Care
1. Profitable Deposit Growth: Generates >4× more new checking customers without increasing budget.
2. Budget Stewardship: Demonstrates to the board how every media dollar drives measurable account revenue.
3. Data‑Driven Agility: CDP integration future‑proofs marketing against cookie deprecation and rising consumer‑privacy demands.
Want to see these results for your organization?
Next Steps
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