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FIRST
SAVINGS BANK

Marketing That Delivered a 27.5% Lift in Customer Acquisition

First Savings Bank is a leading financial institution offering personal accounts, business accounts, and top-notch solutions for people who care about their money. While their marketing machine was getting the job done, they wanted to do more than just “okay.” That’s where we came in.

They hired Threshold with the goal of opening 463 new accounts and achieving a 20% lift in customer acquisition. Starting in May 2023, we launched targeted campaigns across Google Search, Facebook, Instagram, and programmatic digital display platforms for First Savings Bank. The campaigns leveraged the unique selling points of First Savings Bank’s products, including Kasasa Cash Back, Kasasa Cash, and Kasasa Eats accounts.

The campaign yielded impressive digital marketing and account growth results that transcended expectations.

10,066,287

Impressions

54,444

Total Website Clicks

the problem to solve

Their previous marketing campaign was good but not good enough. First Savings Bank struggled to differentiate itself in a market saturated with competition. Our goal was to use punchy, high-performance ads that spoke directly to their target audience. We took geographic location, buying patterns, and the customer lifecycle into account when engineering their ad strategy.

the dream

To build an unstoppable marketing funnel that would accelerate growth well ahead of schedule. We aimed to hit their goal of 463 accounts and a 20% increase in customer acquisition, then go a little further.

the strategy

Our goal was to hone in on First Saving Bank’s unique selling propositions, like Kasasa Cash, and effectively communicate them to the target audience. We opted for an omni-channel marketing strategy to cast a wider net and bring home more leads.

PHASE 1

Awareness & engagement

We focused on emphasizing the brand’s innovative products like Kasasa Cash Back, Kasasa Cash, and Kasasa Eats to differentiate them in the market. We tailored the messaging to align with the target customer and “speak their language.” Phase one was consumed with research, research, and more research before launching the campaign.

PHASE 2

Conversion & retention

Next, we implemented our research across multiple channels, including paid search, Instagram, and Facebook. We used our signature ad strategy to produce results that exceeded the campaign’s goals.

THE RESULTS

how did the campaign perform? we’re glad you asked.

fsb case study blog image (1)

channel-specific results:

paid search

69,186

impressions

11,721

clicks (ctr: 16.94%)

facebook & instagram

7,858,678

impressions

39,627

clicks (ctr: 0.50%)

programmatic display

2,138,423

impressions

3,096

clicks (ctr: 0.14%)

account growth results:

Projected New Accounts

463

Actual New Accounts:

638

as of 04/01/24

Projected Lift:

20%

Actual Lift:

27.5%

as of 04/01/24

The campaign generated significant digital engagement, with high click-through rates, particularly on paid search. This indicates effective targeting and compelling ad content that resonated with the target audience.

First Savings Bank surpassed its account growth goals well ahead of schedule, achieving 638 new accounts by April 1st. The overall lift in performance exceeded projections, demonstrating the effectiveness of the marketing efforts in driving customer interest and conversion.

Threshold’s strategic digital marketing campaign effectively drove new account growth and exceeded performance goals, showcasing the bank’s appeal and attracting customers seeking modern banking solutions. By leveraging unique product features and maintaining a focus on customer satisfaction, Threshold helped First Savings Bank be positioned for continued success in the competitive financial market.

CONTACT

Exceed acquisition goals.

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