It’s true. Bank of America is engaging in a digital storytelling campaign on video streaming platform Hulu Plus to connect with viewers on a more personal level. How does cooking or home improvement relate to banking? It doesn’t directly; but the message establishes that we are all connected and the archetypal human experience does share certain key elements.
For example, here is one of their recent spots featuring Chef Byron Talbott’s easy ways to get the most out of your measuring cups:
The idea of the campaign is not to pitch a hard sell on why you should use Bank of America for your financial needs. Instead, the company is incorporating a human experience message into their video ads to establish a connection with you. Almost all of us cook at some time, in some way, even if you are just using the microwave. We have all encountered a measuring cup at some point, and this tip is a quick and easy way to help improve your daily life in the kitchen. Since the message adds value, the consumer is more likely to tune in and actually listen to what is being said versus tuning out yet another commercial trying to sell something. The message is concise and relatable, and at the end it clearly ties back to Bank of America with a Call to Action about gaining cash back rewards at the grocery store.
This week, our graduate school lesson explained, “Talk like a human. I cannot stress enough that social media is social! Be real! Talk in the way you want others to talk to you. Respond, react and hold real conversations. Engage your community and be ready to celebrate when they engage back with you.”
This message is not fact-based; it is experience driven. Sure, Bank of America could produce a spot telling you exactly what services they offer. But, would it be memorable? No.
Along the same lines, Bank of America also offers every day tips for people on a budget, such as renovating an old bookcase versus buying a new one. The storytelling messages do relate to the Bank/saving money, which is important. Marketers cannot count on totally random messages to sell a product or service, but note how these messages are focused on YOU and your life versus the Bank itself.
Finally, check out today’s corporate Facebook post for Football Sunday:
Skip the full meal and serve snacks at your next football party to save money without missing any of the fun. See all 8 tips here: http://44d.info/ec9a8