In August 2021, Coast Capital launched a brand refresh under the “We’re Real” campaign where they highlighted real financial goals that Canadians are concerned about. In total, the brand spent $222K, and this campaign was advertised on social media channels such as Facebook and YouTube as well as email. As part of this campaign, Coast Capital implemented the following tactics to increase customer acquisition:
In August 2021, Coast Capital refreshed their brand by launching their “We’re Real” campaign where they highlighted real financial goals Canadians are concerned about.
The aim of the campaign was to shed light on how Canadians have dreams that “shouldn’t be dreams at all”. While the Big Five banks focused on big financial “dreams” such as a lavish vacation or an expensive car, Coast Capital’s campaign highlighted the fact that many Canadians are struggling to make mortgage payments or get out of debt. The “We’re Real” campaign was only advertised regionally in British Columbia.
The “We’re Real” campaign received its own page on coastcapitalsavings.com, where the main CTA was “become a member”.
In September 2021, Coast Capital ramped up ad spend by +260% as they launched the “We’re Real” campaign on Facebook.
The “We’re Real” ad campaign on Facebook was made up of four different creative buckets:
The community messaging content bucket received the highest ad spend with a budget of $159K.
The “Community Messaging” content bucket was made up of text based ads that highlighted how members are owners, building a sense of community.
As part of the “We’re Real” campaign, Coast Capital ran a $350 promotion for new members and a $300 promotion for new business members.
Coast Capital aims to turn dreams into reality by highlighting the fact that goals such as getting out of debt and owning a home shouldn’t be a dream.
On Facebook, the brand ran one 15 second video ad which emphasized how Coast Capital can help members plan ahead to achieve their financial goals.
Coast Capital ran a YouTube ad in August for the “We’re Real” campaign which generated over 1 million views* as of September 2021.
On YouTube, Coast capital implemented an A/B test with two different video lengths. The brand allocated the majority of their budget towards the 30 second short-form video ad.
Long-Form Video (Length: 1:03 | Video Views: 314K)
Short-Form Video (Length: 0:30 | Video Views: 734K)
Video Concept & Tactics. The YouTube ad* shows various examples of financial goals that the everyday person has such as affording a house, fixing a car, or having a savings account. Coast Capital ends the ad with “real advice for real people from real people, so you can live the real life you want” showing that they can provide a solution to those who are wanting to achieve their real financial goals.
The “We’re Real” campaign was also executed on email where Coast Capital offered current members a referral code for a chance to earn up to $300 for referring 3 friends. The email signed off with “We’re for real” messaging reinforcing the main mission of the campaign.