Pay them back. Be friends again.

Ask
Bank of America wanted to increase downloads of their mobile banking app. But to differentiate themselves in a market dominated by disruptors like Venmo and PayPal, we knew that focusing on features alone wouldn’t be enough. 

Idea
Our research showed more than half of Americans (53%) have ended a relationship over a personal debt. By adding an emotional connection we could help drive people to act, by addressing that tension and reuniting friends. So we created “Friends Again,” a national campaign that encouraged people to do what’s right. We reached them with relatable stories, real-life anecdotes and a simple call to action - “Pay them back. Be friends again”.

As part of the “Friends Again” campaign, we created “Pay Back a Friend Day,” a national holiday where friends could reconnect and settle old debts. We tapped into influencers, social media networks and content partnerships to tell stories on how resolving debt restored friendships. Integrations on Good Morning America and Jimmy Kimmel Live helped grow our story, but the momentum carried far beyond our paid social, TV and digital media.

Results
Over 35 Million people interacted with our social content, engaging at an above average rate across all social platforms. We earned over 625 Million media impressions and broke a record for social sentiment, doubling Bank of America’s previous campaign high.

Organic support from corporations like Ben & Jerry’s and California Pizza Kitchen added to our reach, and even celebrities like Lin-Manuel Miranda and rapper Gucci Mane organically shared their stories.

In just one month, Bank of America’s app saw over $1.5 Billion exchanged between friends, a 54% increase in enrollments, and 5 Million+ transactions –a 90% increase over the same month last year.

Awards
Effie - Bronze
FCS - Best of Show
Shorty Awards
Webby Awards
Hatch Awards