Fifth Third Bank Social Strategy

The Ask

Fifth Third Bank, a Cincinnati-based consumer bank, needed to overhaul and refresh their brand campaign to reinvigorate their commitment to customers and their organization. The goal was to modernize their image and enhance their engagement across a 10-state footprint through a comprehensive advertising campaign. Pereira & O'Dell were selected to lead the rebranding effort . Along with the rebrand there was also a need for a renewed social strategy.

My Role

As the social media strategist on the account, I worked on the following:

1. Social Strategy Development: My team led a workshop with the client to come up with a brand new social strategy. The output of the workshop was a new social media playbook and always-on social strategy.

2. Content Production and Management: Managed always-on social media content production, ensuring consistent and engaging content across all platforms.

3. Community Management: Oversaw community management to maintain active and positive engagement with the bank’s audience. Revamped the brand’s social media escalation guides, in collaboration with customer service, legal and compliance teams.

4. Collaboration and Creative Briefs: Conducted research and creative planning with creative teams and strategists. Wrote breifs and briefed creative teams for social campaigns during 2017-2018.

Outcome

The new campaign tagline was “This is Banking a Fifth Third Better”. The campaign leveraged the company name in fraction form 5/3 or, alternatively, 166.7% to illustrate its competitive advantage and how it goes the extra mile. Pereira & O’Dell successfully launched a high-impact advertising campaign that included TV commercials, digital ads, radio, social media, experiential marketing activations, and out-of-home advertising.

The accompanying social media campaign also helped to enhance the brand presence, resulting in:

• Increased Engagement: Improved social media engagement and community interaction through consistent and relevant content, with one particularly successful campaign based on paying off someone’s student loans and featuring their story on social media.

• Strategic Alignment: Ensured all social media activities were aligned with the overall brand campaign, reinforcing Fifth Third Bank's refreshed commitment to their customers.

• Positive Reception: The campaign received positive feedback and helped to modernize Fifth Third Bank's image across their footprint.