Bank Mutual wanted to connect with consumers over the summer with a promotion that engaged the community. The strategy was to create a more relatable brand perception by integrating the new Mutual Milestones brand concept into a promotional social media campaign. Secondary goals included social engagement and data collection. During the three month promotion, users could enter to win prizes and giveaways by uploading photos of their summer milestones to Instagram and Twitter using #milestonesummer. Judges selected the winning photos.
The results: 2,525% increase in brand following. 2,000+ pieces of content submitted. 1,000 contacts added to database for remarketing.