Huntington Bank

Challenge: Huntington National Bank is a financial institution with a footprint primarily in midwestern states. To increase share of voice, engagement and activation among new and existing customers, Huntington Bank partnered with a top influencer marketing agency The Motherhood for a year-and-a half-long influencer ambassador campaign.

Solution: Through multiple layers of in-depth influencer vetting, we identified 15 diverse influencers, each of whom was a Huntington Bank customer with a positive affinity for the brand and lived in Huntington Bank market. We contracted a mix of lifestyle, small business owners and finance influencers, and we produced a two day, in-person influencer summit at Huntington Bank’s headquarters in Columbus, OH.

The Motherhood created a calendar that highlighted five key topics throughout the year, ensuring a steady content cadence of content. The five topics focused on providing tips for common financial discussions like “planning for the unexpected – how to set up an emergency fund” to “saving to spend – how to save for a family vacation” while weaving in key messages and highlighting Huntington Bank services that would help achieve various financial goals.

When working with a financial institution, regulatory and legal requirements are of the utmost importance. To accomplish full compliance, The Motherhood created a seamless approval process with Huntington’s internal compliance teams to ensure adherence to guidelines and regulations as well as provide an escalation process for consumer comments and questions.

To reach the most targeted audience and drive more visits to the Huntington Bank website, the team executed a paid social campaign that boosted influencer- created content to a highly targeted audience within the Huntington Bank footprint on Instagram and Facebook, directing them to discover the tools and services Huntington Bank provides.

Results: The team of 15 influencers delivered 45 pieces of unique content with organic engagement rates exceeding industry standards: 2x higher on Instagram and 6x higher on Facebook.

The influencer content drove more than 22,000 link clicks to Huntington Bank’s website and positive consumer sentiment on influencer posts showcased that the helpful and thoughtful content deepened relationships with existing customers while generating new customer leads with conversion intent.

The agency’s influencer management and monitoring processes led to published content that was in 100% compliance with stringent legal requirements.