Friends Again
A good insight can make a great campaign. In this case, we learned that over 50% of friendships end over money. So we decided to make a holiday—Pay-Back-A-Friend-Day—to encourage people to pay back their friends, and get back to loving each other. Assets spanned from Times Square to Jimmy Kimmel Live, Good Morning America to every social channel imaginable. It was frantic. It was fun. And it was one of the most successful campaigns the bank ever put out.
Friends Again case study
Friends Again social-specific videos
12 social-specific videos went out across Twitter, Facebook, Pinterest and Instagram to gain Bank favorability and push awareness of Pay-Back-A-Friend-Day—and they helped changed sentiment of who the bank was and what we offered (all positive). So people could finally be friends with their bank again (well, kind of).
Friends Again, Wrestling
Friends Again/ Beach House
Friends Again, Renaissance Faire
Friends Again BuzzFeed Partnership
We joined forces with BuzzFeed to really make our “Friends Again” holiday a success. We shot 10 videos over 3 days with two “best friends” to show how easy it is to keep friendships friendly. All served up in social, we also created Buzzfeed blog posts and Top Ten lists to round out the experience.
Friends Again/ BuzzFeed
Friends Again/ Buzzfeed
Friends Again/ Buzzfeed
Friends Again Payback Personas
We worked with an illustrator to show how most of our friends fall into one category or another when it comes to paying back debts. These “personas” were used to call out your friends (playfully) and ask for them to pay you back what they owe. (As for me? I am Captain Fomo)
Payback Persona Snapchat filter