A Euro deposit, online only. Thirty micro-influencers. Saving for your dreams.
Raiffeisen Bank Romania is a subsidiary of the Austrian Raiffeisen Zentralbank. Raiffeisen Bank Romania resulted from the merger, completed in June 2002, of the two entities owned by Raiffeisen Zentralbank Oesterreich AG (RZB) in Romania – Raiffeisenbank (Romania), established in 1998 as a subsidiary of the RZB Group, and Banca Agricolă, acquired in 2001.
Thirty micro-influencers, 116 creatives.
Challenge
Raiffeisen Bank faced the challenge of promoting a time-sensitive 3-month Euro deposit offer with a 2% annual interest rate, exclusively available through its digital platforms. The key difficulty was shifting consumer behavior from traditional in-branch banking to these digital solutions, requiring effective communication about the offer’s exclusivity and benefits. With a focus on enhancing awareness of the Smart Mobile app and Raiffeisen Online platform, the campaign needed to convey ease of use while highlighting features like ‘Smart Hour’ for advantageous currency exchange.
Solution
To address these challenges, Raiffeisen Bank turned to influencer marketing as an effective approach to promote the digital-exclusive Euro deposit offer. By collaborating with influencers, the bank sought to leverage their reach and credibility to communicate the ease and benefits of opening a 3-month Euro deposit online. Influencers crafted content around engaging themes such as “Save with Raiffeisen for unique experiences” and “Open your online Euro deposit in just a few clicks,” which resonated with audiences and facilitated an understanding of the offer’s simplicity and advantages. By prompting followers to comment on their savings goals or dream destinations, influencers created an interactive element that not only increased engagement but also personalized the banking experience.
Results
The 30 micro-influencers created over 117 creatives, with a focus on Instagram Stories and Reels to highlight the campaign’s objectives, highlighting the idea of travel and saving for your dreams. The best content was repurposed into multiple static and video banners automatically. Utilizing micro-influencers, Raiffeisen Bank’s campaign successfully amplified its message, achieving substantial impressions and engagement, while fostering a strong connection between saving and aspirational travel goals.
