Bank leadership was keen to boost mobile adoption. Indeed, with "a bank in everyone's pocket," First Republic stood a much better chance of becoming the customer's lead bank - a coveted market position.
We noticed a sub-set of customers who had downloaded the mobile app in the past, but hadn’t used it in several months. Meanwhile, the team had released several monumental features so we targeted this audience with emails, social posts and banners on the public website encouraging them to check out the app again.
Since the promotion occurred in November, we tied it to a bank-wide initiative to help the needy, which dramatically improved the click through rate. The email content (shown here) ties the promotion to the app with minimal copy about the features and the hero gives an elegant sneak peek into what they can expect to see.
Once people entered the app, we briefly introduced the actual features in an interstitial. Visuals were key to engage the audience so they didn't just skip past it. The user simply tapped to continue on to the app.
Fully 25% of those we targeted in the campaign checked out the mobile app again. And, of those, 52% went on to continue using the app 3 months later.