My Life Here Internal Marketing Program

Libro re-wrote the rules of how to bank in southwestern Ontario and changed their marketing approach to generate positive buzz in their markets about Libro as a champion of southwestern Ontario lifestyles. By doing so, they reached their goal to attract new people to start banking with Libro using the campaign: My Life Here. My Life Here campaign features stories that are relevant and compelling in today’s world. Inclusive and compelling stories of My Life Here push against stereotypes and generate interesting conversations about how to live (and bank) in southwestern Ontario. Staff engagement was a key component to the success of the My Life Here campaign. Libro offered an incentive and simplified how they got staff to participate in a contest to generate excitement about the campaign internally at Libro. • The campaign page on Libro Spark (intranet) had 650 views, 44 unique views and 22% global reach among active staff user accounts. • The internal marketing content had an impact of 50 (calculated based on how the audience reacts to content on Libro Spark by looking at total likes, comments, bookmarks and shares) • The staff contest received 40 unique entries, accounting for 6% of staff that are active users on the intranet (Spark). • The overall staff engagement through their social media posts, produced a total influencer engagement rate of 341 which leveraged Libro’s external marketing activity.

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Credit Union
Libro Credit Union
Division
1
Category
Internal Marketing Recognition/Incentive Campaign
CREDITS
Libro Credit Union Brand Team
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AIME