Challenge
Truist needed to establish its presence quickly. This required authentic, scalable ways to amplify its new message and purpose.
Solution
Pace led a comprehensive brand relaunch, including a robust content strategy that brought the brand mission to life. Most importantly, we helped Truist show its unique commitment as a bank founded on care.
Results
Programs to date have earned over 100M impressions. Pace-managed social handles have grown their followings by 4x, and our work has driven content subscriptions up as much as 2,000% in a single year.
Reaching across the company
Following the merger, Pace developed journey maps, content strategies, customer storytelling programs and thought leadership initiatives to support nine unique lines of business. We also produced a plethora of content for each.
Engaging across diverse Truist channels
To reach its multifaceted audience, Truist needed a broad content ecosystem. Pace fueled awareness, action and brand love across the board by:
- Developing multiple new content hubs
- Managing paid and organic social across numerous handles
- Creating internal and external email newsletters
- Producing short- and long-form editorial
- Launching several video story series
- Creating enhanced new annual reports
- Redesigning the website for the associated Truist Leadership Institute
Creating “finfluencers” and brand advocates
Truist’s core message was that it cared about its customers. Our team discovered a huge opportunity to bring this message to life through the voices of Truist’s own employees.
We developed employee storytelling packages, executive social media programs and multiple branded podcasts hosted by Truist employees. At every touch point, current and prospective clients found human voices sharing the brand story in authentic, influential ways.
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