Scotiabank Promo, Case study SCOTIABANK LISTENS TO CANADIANS by PHD Toronto

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market Canada
Agency PHD Toronto
Released October 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: SCOTIABANK
Product/Service: BANK
Date of First Appearance: Nov 1 2010
Entrant Company: PHD, Toronto, CANADA
Entry URL:
Vice President/Client Services Director: Pam Hill (PHD Canada)
Digital Account Director: Daryl Stansfield (PHD Canada)
Director Digital Media: Paul Regan (Scotiabank)
Senior Manager Digital Media: Judy Watson (Scotiabank)
Senior Manager Digital Media: Densie Johnston (Scotiabank)
Media placement: Online Campaign - Say Media - November 1, 2010
Media placement: Online Campaign - Facebook - Januray 15, 2011
Media placement: Online Campaign - MSN - November 1, 2010
Media placement: Online Campaign - NationalPost - January 15, 2011
Media placement: Online Campaign - Moneyville - November 1, 2010

Insights, Strategy & the Idea
In the fall of 2010, Canadians were coming out of the financial crisis and found themselves far removed from their saving and retirement goals.

To help address and understand this reality, Scotiabank completed two national tours gathering insight on the economic challenges faced by Canadians.

Scotiabank learned that Canadians were looking for advice... not a sales pitch.

In response, Scotiabank created a campaign and conversation using social, mass and digital media to get Canadians talking about their financial challenges and empower them to do something about it.

Creative Execution
A digital-only live video event on Facebook was created to allow Canadians to ask questions and hear from a panel of experts. The live event was a first for a Canadian bank. Facebook provided Scotiabank an outlet to share their thoughts and opinions in a safe and comfortable environment.

The media surrounded Canadians to ensure Scotiabank’s message was received. The media campaign promoting the live event included promotion through social media dominations with event RSVP functionality, home page dominations on key sites, custom ad units such as “count down clocks” and email deployments, increasinged the exposure against the target to 95%. Search rounded out the exposure to target people looking for financial advice.

Another ‘first’ was for the publishers. Once the event started, the ad creatives switched to stream the event live. In addition, the interactive units allowed the users to share the event on Facebook, twitter or email the link.

Results and Effectiveness
Scotiabank was able to push the boundaries for Canadian banks while producing a first to market executions and great results.

- The first Canadian bank to live stream a Facebook event.
- The publishers were the first to stream the event live in-banner.
- It was one of the largest investing events on Facebook in North America.

Facebook live chat:
- 72,500 total streams.
- 32,000 unique views (62 times estimated).
- 44,000 social interactions.
- 15,127,067 banner impressions streamed the event live.

Facebook page:
- 10,000 “likes” within days.
- 24,000 monthly unique visitors.
- 690,000 total page views.
- Hundreds of wall posts.

655,000,000 campaign impressions - 200% of which were planned.

Scotiabank continues to post video responses on Facebook.