Wesbanco’s Gen Z TikTok Content Test
Audience-First financial literacy content for TikTok engaged a new generation for a 150-year-old regional bank.
-
5.6M+
impressions
-
13K
website clicks
At a Glance
- Client
- WesBanco
- Engagement
- Paid Social
- Platform
- TikTok
- Duration
- 4 Months
- Focus
- Engage Gen Z with Financial Literacy
Overview
WesBanco needed a new kind of social content and a new platform.
Gen Z wanted to build their financial literacy through guidance from trusted experts.
TikTok was untested by the brand, but it was where their audience was getting answers – they needed to be present.
The team researched topics and produced the content in our in-house studio, launch a successful four-month media test buy on TikTok.
The Goal
Increase brand awareness among Gen Z consumers by creating educational content that would help them learn, manage, and stay disciplined on their financial journey.
The Challenge
WesBanco needed a new way to reach Gen Z consumers. TikTok was a new, untested channel for the brand, and they needed to know it was effective and the right fit.
The content created needed to resonate with Gen Z while being relevant, educational, and aligned with the bank’s goals.
The Solution
Videos no one wants have no staying power. We needed to capture the attention of a new audience, and that meant understanding what mattered to them. We researched online search behavior, SEO keywords, and banking trends to identify the financial content topics Gen Z wanted to hear about and aligned these with WesBanco’s priorities to produce the educational content in our in-house studio.
The Proof
The campaign worked because it was grounded in data. After delivering so strongly, TikTok was added as a consistent channel in WesBanco’s ongoing marketing plan.
- 5.6M+
- impressions
- 13K
- website clicks
