Checking accounts compete in one of the noisiest categories in America. At the same time, brand media can be difficult to defend when long purchase cycles make the connection to account openings and deposit growth harder to see.
We did not try to outshout the hurricane. We built a smarter way to test what brand media could do. The campaign paired upper-funnel awareness with a controlled test-market design built around two clear hypotheses: exposed markets would lift versus controls, and media-active markets would outperform matched non-media markets in account openings and deposit growth. The work was designed not only to build the brand, but to create a credible line of sight from investment to business impact.
RESULTS:
