BankWAW digital marketing
BankWAW-Beechworth-branch copy

When BankWAW (formerly WAW Credit Union) needed to get a digital advertising campaign off the ground quickly and achieve a great result – they turned to Wildlime to make it happen.

Why BankWAW chose Wildlime

BankWAW wanted to work with a local company that could achieve the same results, if not better, than larger metro-based agencies. They also wanted a partner who understood our region. They knew that a successful outcome in the Albury-Wodonga and North East Victoria markets would look different than a successful result in a big city. Finding a local partner also meant supporting our region and economy after a rough 12 months due to the Coronavirus pandemic.

After an initial meeting to discuss the project and its requirements, the BankWAW marketing team was confident Wildlime was the perfect choice to kick-start a new era of digital advertising for the bank.

BankWAW’s challenges

A small in-house team means things often change quickly at BankWAW, and they needed to get a digital campaign live within a few weeks. After achieving lacklustre results with a similar campaign run by a different agency earlier in the year, BankWAW needed to see substantial results the second time around.

Challenge 1: Operating in a highly regulated industry. Not only is banking highly regulated, but so is insurance, which is what this campaign was promoting. There were multiple levels of approvals and strict copy requirements to meet compliance obligations. Wildlime needed to create copy that was compliance-friendly while still engaging the audience.

Challenge 2: Minimal digital exposure and experience. Not having run many digital campaigns, BankWAW had minimal data to work with, and Wildlime adopted a test-and-learn approach to designing the campaign structure. Key metrics were monitored weekly, and adjustments were made throughout the campaign to boost results.

Challenge 3: Tight turnaround time to get the campaign live. Given the task to organise a paid campaign and provide copy for accompanying organic posts, the Wildlime team got to work quickly. With everything approved and ready to publish in time, the campaign started without a hitch.

What Wildlime did

Having experience in the banking and insurance industries, the Wildlime team set to work creating copy for the paid and organic posts that would entice the audience to click through for a quote while being compliant. Focusing on local businesses in both paid and organic posts created a strong connection to our region and drew on the idea of supporting local.

The four-week Facebook advertising campaign was segmented by key audience demographic and behavioural attributes guided by the campaign objectives. Wildlime provided weekly status reports and recommendations for adjustments that should be made. At the end of the campaign, Wildlime provided a full summary and breakdown of activity and detailed recommendations for future campaigns.

Conversions went through the roof

With the campaign complete and the reporting finalised, BankWAW was delighted with not only the paid advertising results but the conversions the campaign delivered. The digital campaign delivered the highest number of sales and quotes during the campaign period compared to the six months prior. As a bonus, brand awareness and social traffic to their website also saw an increase.

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