ABOUT

Agency of Record.
As AOR, we’re responsible for transforming the City National Bank digital ecosystem. It's involved work—a steady stream of experience design, technology consultation, marketing science, campaign creation, content production, media planning/buying, reporting, SEO, and paid and organic social. We also work across pretty much every line of CNB's business—from mortgage to CSRand beyond.

In simple terms, we're bringing together a purpose-driven bank and banking customers who believe that with the right financial partner and determination, anyone can achieve bigger financial goals.Driving awareness across CNB's emerging and established national markets and driving prospective new client leads are top priorities.

A Lasting Impression.
Paid Search: Re-adjusting and re-focusing CNB’s bidding strategy is a big part of our paid search work. For example, we saw that business banking was not only generating more leads but was more in line with CNB’s core strengths, so we adjusted accordingly. We’re also making conversion our primary target, rather than form completions.

Media and Partnerships: Our media program spans video, native, digital music and radio, digitalOOH, social, print, and podcasts to drive awareness in CNB’s markets.Key partnerships included CNBC, the LA Times, NY Times, Bloomberg.

Results:
• 44.60% CPA decrease in six months
• 53.2% brand lift against the question: “Which of the following banks, if any, do you recall seeing an ad for in the last 3 months?” Chase, City National Bank, First Republic, Union Bank, none of the above.

Mortgage Campaign.
In our Mortgage work, our primary audience is high-net-worth individuals. To connect with them, we needed to blend competitive offers with imagery and language that was both to the point and aligned with our audience's aspirations (e.g., making home improvements, purchasing their dream home, or pursuing investment opportunities).

Our Creative Approach: Our team paired creative assets, made from easy-to-understand imagery (e.g., a paint roller that signifies home improvement), with clear messaging and attractive rates and offers.

Going to Market: We had a large audience to reach, and not much time to do it. Luckily, we could use existing insights (from previous campaigns) to find the right way to boost our spend and refine our media mix. For instance, we used 600% increase in spend on Facebook and Instagram, and we launched CNB's first-ever paid activation onPinterest. We also deployed Programmatic Digital Display and PaidSearch, ensuring frequency across channels, driving customers to the site, and converting at much higher rate than in prior ad campaigns.

Results:
• +23% increase in Cost-Per-Lead efficiency
• +24% increase in Click-Through-Rate efficiency
• 200% increase in overall lead conversion rate

CSR Report
Since their founding, CNB has had a serious commitment to CSR.Publicizing it is also important for building internal and external momentum, and helping communities and customers understand howCNB can be a partner for "what matters most." To that end, they needed to make sure their campaign didn’t get lost in a sea of CSR reports. In addition, equipping CNB's own people to be ambassadors and advocates, while focusing on transparency and reachability, was also critical.

Our approach and solution: We helped CNB create a colleague toolkit that included multiple internal articles, customizable social media messaging (and posts), an email campaign to community organizations, paid media support, and creative assets that are aligned with diverse issues. Through the report we shared stories, quotes, and data to authenticate our work and drive transparency. In addition, we created an anthem video to showcase CNB's multitude of efforts—sweat equity, time, and dollars given from CNB and their dedicated colleagues.

Results:
• +80% email open rate compared with benchmarks
• 323% increase in overall traffic to the CNB site
• 16% increase in downloads
• 157% increase in community page views