CIBC Global Money Transfer - Marketing Refresh
For this project, we made a successful pitch to replace CIBC's Global Money Transfer (GMT) Marketing creative with a new refreshed look and approach.
A fresh visual direction focused on emotion and the theme of connection.
Marketing page
For the page, we focused on keeping the key value propositions above the fold- the special offer and main Call To Action (CTA).
Then, we explained key benefits of the service that made CIBC shine when compared to the competition. We explained how to send a GMT, then wrapped up with another CTA to get started.
Social Media - Facebook & Instagram - Inspire
Since building awareness was a key goal of this campaign, we did inspire level Facebook and Instagram ads to take a soft approach. We focused on the human theme of connection in our imagery, while weaving the offer copy into the end of the messaging.
Social Media - Instagram - Inform
Inform-level facebook and instagram ads would lead the user further down the marketing funnel by introducing the key benefits of the GMT service. The visual direction shifted to be a more infographic approach at this stage.
Social Media - Instagram - Convert
Convert-level creative focused on pushing the offer. Our data and research has proven that this is the most effective way to increase uptake of the GMT service.
Marketing page - targeted experience
A significant segment of CIBC's target audience for GMT was Australians working in Ski Resorts in Banff and Whistler areas. Using geo-targeting, these users were served up a targeted version of the marketing page with visuals and messaging that better resonated with that demographic.
Social Media - Instagram - Convert
Social media ads directed traffic to the custom page.
