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This campaign was hailed as a herculean effort by the entire Bank of America Marketing Division. Increasing internal engagement by an astounding 800%.
Create an internal promotional campaign to educate Bank of America's Mortgage Loan Officers (MLOs) on best practices for selling mortgages to potential home buyers. Internal campaigns had been met with mixed results in the past.
A new, unique approached had to be created to cut through to their seasoned sales force. The creative challenged Bank Of America mortgage loan officers to take their game to the next level and empowered them with the tools and tips they needed to be super successful. Capitalizing on the steady stream of blockbuster superhero movies in theaters and on television at the time, we created a hero-theme campaign calling on the MLOs to unleash their inner superheroes. Various marketing material such as collectable comic book-style brochures, mouse pads and screen-savers were delivered each week in boxes they had to be "ripped" open. Adding to the excitement.
This campaign was hailed as a herculean effort by the entire Bank of America Marketing Division. Increasing internal engagement by an astounding 800%.
Branding,Branding,Marketing Strategy
Finance
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Limited ressources, getting creatives for ads, working with a poor web agency
This customer was running lead generation campaigns that fed the leads into their custom-built CRM, to be contacted by call centre staff. The call centre reps would then convert the leads into sales over the phone, sometimes over several calls. That data would go into the CRM also, but not connected to the original lead. Leads came in via website forms as well as phone calls, so tracking inbound phone call leads was essential as well. They had a call tracking system built by a previous agency that they needed to migrate away from.
The challenge was to be able to feed sales data back into Google Ads so that the campaigns could be optimized to the actual revenue, as opposed to just the CPL. The call tracking also needed to be migrated to another platform.
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