With a $1.5 trillion commitment to environmental finance, Bank of America is positioning itself as the
go-to lender for the “green economy.” Transitioning the global economy to be carbon neutral could
require as much as $125 trillion — a huge opportunity for businesses and consumers, society and the
environment. “Sustainability will be as transformational as technology was in the ‘90s,” says Andrew
Karp, Head of Sustainable Banking Solutions at Bank of America. “And businesses large and small will
have ample opportunity to increase market share — or get left behind.” With best-in-class expertise and
an appetite to fund everything from renewables and power grid upgrades, to moonshot technologies
and innovative carbon accounting projects, the bank seeks to drive greater awareness around its lending
programs and consulting services.
A campaign focusing on tentpole events, including World Economic Forum, COP 28 and Bloomberg New Energy Finance, sought to drive awareness of the commitment in key influencer audiences: policy makers, business leaders, informed public and media, academic and nonprofit professionals. Additionally, the bank hosted its first ever Clean Energy conference, featuring analysts and subject matter experts. In support, marketing efforts focused on delivering specific expertise on critical developments such as the Inflation Reduction Act (IRA) and Creating Helpful Incentives to Produce Semiconductors Act (CHIPS).
Leveraging the breadth of expertise available at such events, the bank developed an on-site video production lab and interviewed leaders from a host of sectors. The approach was able to capture the enthusiasm and excitement baked into live events, and the bank produced a video series highlighting the trends driving changes in the renewable energy sector. Additionally, lending experts shared how policy changes in the IRA and CHIPS act could benefit clients and support long-term business goals.
The assets were featured on multiple owned channels and in paid media partnerships in Q4 and quickly proved to be popular with targeted businesses, influencers and clients. Mid- and bottom-fold promotion units featuring compelling images, stats and copy in Axios and GZero newsletters pointed an audience of 500,000+ back to the Bank of America .com site where viewers could learn more. Promotion efforts resulted in more than 30,000 page visits and video plays averaged more than 24%, with the Inflation Reduction Act business implications video enjoying a crushing-it 36%+ play rate.
The campaign serves as a springboard for 2024 efforts which will focus on driving deeper engagement in specific sectors looking to secure transition financing and related expertise.
