Launch a Major Bank During a Crisis

The Challenge
Truist - created from the merger of BB&T and SunTrust banks -- faced the daunting task of launching the first purpose-driven large bank focused on "inspiring and building better lives and communities". As one of the largest banks in a highly competitive market, Truist needed to differentiate itself while establishing trust. And we had to do all this in the middle of the COVID-19 pandemic, which necessitated a sensitive and supportive approach to customer communication.

The Move
Truist and StrawberryFrog responded with a comprehensive branding and marketing strategy. At its core was the "Truist Cares" initiative, designed to support communities during the pandemic. Key campaigns included:

•"Live United" - A partnership with United Way featuring National Youth Poet Laureate Amanda Gorman, aimed at sparking hope and optimism.
•"Main Street Sam" - A campaign focusing on small businesses, showcasing Truist's support during the economic downturn.
These initiatives allowed Truist to launch, gain attention and build crucial brand awareness, while avoiding inappropriate "chest-beating" during the pandemic.

The Impact
• Brand Awareness: 23% increase in total brand awareness; doubled unaided brand awareness.
• Brand Consideration: 29% increase.
• Campaign Performance: "Live United" campaign achieved 86.5% video completion rate online and generated 258.1 million TV paid impressions.
• Brand Association: 10% improvement in association with "inspires and builds "better lives and communities"
• Engagement: Nearly doubled Truist's average campaign engagement across all initiatives.

These results demonstrate how StrawberryFrog helped Truist establish itself as a caring, purpose-driven institution in a highly competitive market, effectively building brand awareness and positive consumer perceptions despite launching during a global pandemic.