Our site uses cookies. By continuing to browse this site you are agreeing to our use of cookies.  More information
Fifth Third Bank
Born on 5/3. Fifth Third for Life.

Results

37%
Facebook Engagement Rate
490K
Earned Media Impressions
40%
Twitter Engagement Rate
Social Posts

The bank’s follow-up social posts earned the highest engagement rate across all Facebook posts. 5/3 babies = Fifth Third Parents is the only post of the year to score a Facebook relevancy score of 10.

Earned Media

Fifth Third Bank’s #53Babies campaign generated more than 490,000 unique impressions of earned media without any pre-promotion.

Twitter Engagement Rate

Engagement rates surpassed goals on Facebook, Twitter and LinkedIn. All platforms had a cost per engagement rate below 10 cents.

Born on 5/3. Fifth Third for Life.

In an oversaturated personal banking market, how could Fifth Third roll out their new rebrand–a Fifth Third Better–in a way that proves they truly make banking a Fifth Third better for families? Knowing that people are most likely to switch banks during major life events, like having a baby, Fifth Third seized a way to create a personal connection with parents of babies born on 5/3.

In honor of 5/3 Day and Fifth Third’s rebranding launch, the bank celebrated with community involvement like no other. Empower helped hospital staff members across the region deliver “Fifth Third Better Kits” to parents of babies born that day. The kits contained meaningful gifts including: $1,053 that could be deposited into a Fifth Third account of the parents’ choosing, local restaurant gift cards, a spa gift card and a “Banker in Training” onesie.

00:36
Born on 5/3. Fifth Third for Life.
Results

Without any pre-promotion, Fifth Third Bank’s #53Babies campaign generated more than 490,000 unique impressions of earned media. The bank’s follow-up social posts exceeded all benchmarks, including the highest engagement rate across all Facebook posts, 37.5% ER (36% above goal) and the bank’s only post of the year to score a Facebook relevancy score of 10. Engagement rates surpassed goals on Facebook, Twitter and LinkedIn. All platforms had a cost per engagement rate below 10 cents. And since the test-and-learn was such a success, Empower followed up with a similar campaign in Chicago, Fifth Third’s largest market.