To engage leverage BNY Mellon's founder, Alexander Hamilton, to join culturally relevant conversation in a natural and compelling way not usually available to a Bank.
Slow-moving. Traditional. Invisible. As a bank that provides services to other banks, BNY Mellon has lived with these labels for years – when, in fact, it's in the midst of a massive effort to inject innovation into all of its operations around the world. How could we bring the bank out of obscurity and onto the public stage? We decided to celebrate BNY Mellon by taking advantage of a little-known fact: Bank of New York was founded 232 years ago by the man behind the musical phenomenon: Alexander Hamilton. Working with BNY Mellon, we gave him a chance to tweet live commentary during the show as Hamilton grabbed its record-breaking haul of Tony Awards. Using his well-known wit and 8th century eye, Hamilton offered pithy congratulations on each award-winning instance. Accompanying the comments were etched still images of Hamilton and – to mark extra special moments – animated gifs of him clapping and bowing.
For a Banking brand that is not top-of-mind during cultural events, we were able to increase our average organic engagement 10x compared to our average post content.