SUCCESS STORIES

Multinational bank drives traffic and conversions through digital media strategy

FINANCIAL Services

A precision-focused campaign enhanced site traffic and conversions

A multinational bank tapped Franklin Madison Direct to develop and execute a digital media strategy targeting small and medium-sized businesses (SMBs) with the goal of efficiently driving traffic and conversions on campaign-specific landing pages. FM Direct leveraged the clients existing banned ads and launched a campaign plan based on the highly targeted video-delivery capabilities of YouTube and Facebook. The digital team synthesized a variety of targeting tactics designed to pinpoint SMB owners in the designated market areas (DMAs) relevant to the client’s branch locations, including behavioral (in-market for business financial services), interests, company size, geographic, and language segmentation. The 10-week campaign drove more than 9.1 million impressions and a CTR 7x higher than the industry benchmark.

The Problem

The bank needed a highly targeted digital strategy to attract SMBs, drive traffic to campaign pages, and increase conversions.

The Solution

FM Direct optimized video ads on YouTube and Facebook, using behavioral and geographic targeting to engage SMB owners in key DMAs.

The Outcome

The campaign delivered 9.1M impressions, a 7x industry benchmark CTR, and a 20% increase in unique page views.

FINANCIAL Services

Our Impact

$1.

Average CPC

Achieved a highly efficient cost per click of just $1.30.

Increase in Unique Page Views

Year-over-year growth in traffic to key landing pages.

Increase in Business Banking Page Entrances

More SMB owners engaged with the bank’s business banking content.

Increase in Average Time on Site

Visitors spent more time engaging with the bank’s content, leading to stronger brand connections.

FM Direct’s digital media strategy for our business banking solutions campaign provided a measurable lift for our branding goals. I know I can always count on FM Direct for excellent strategy, execution and results.

Daisy, Vice President Campaign and Media
Franklin madison direct client

Smarter digital marketing through precision targeting

FM Direct harnesses advanced predictive modeling and offline data activation to refine digital marketing strategies, ensuring brands reach their most valuable prospects with unmatched precision. By leveraging deterministic identity matching, we transform offline audience insights into high-performing digital campaigns, reducing wasted spend and maximizing ROI.

Our expert digital strategists optimize multi-channel campaigns across programmatic, paid social, search, and connected TV to deliver more conversions at a lower cost. With real-time analytics, custom reporting, and data-driven refinement, we provide brands with a scalable, results-driven approach to digital advertising—proving that the right audience, targeted the right way, makes all the difference.

Optimize your digital strategy

Success Stories

Explore our success stories to see how FM Direct drives growth with highly targeted direct mail strategies.

A person uses a calculator while holding a paper with charts, with sunlight streaming in and documents spread on the desk.

Data Modeling, Financial Services

FMD drives 50% cost savings without sacrificing lead quality

A wealth management firm needed to drive continued growth while prioritizing higher-value prospects and reducing direct mail costs.

People looking at charts and using a calculator.

Data Modeling, Financial Services

Mid-size bank exceeds acquisition and CPA goals

A mid-size bank wanted to accelerate checking and deposit growth in a newer, low-awareness market. Previous efforts had struggled to gain traction, and leadership needed a partner who could find the right audiences, prove the channel could scale, and deliver measurable growth with a competitive CPA.

Data Modeling, Financial Services

Advanced modeling increased high-net-worth engagement

A large financial services brand experienced declining direct mail performance under a previous agency, particularly when targeting affluent households with investable assets exceeding $1 million. They needed a data-driven partner to revive the channel and prove incremental growth with a notoriously hard-to-reach audience.

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