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Using video to reach millennials and Gen X
The situation
PNC bank wanted to highlight the features and benefits of its Virtual Wallet digital banking experience to two very different target audiences. Not only did they want to excite students to use their Virtual Wallet, but they also wanted to engage and inform the parents of these students. Time and budget wouldn’t allow for the development of two separate campaigns, so there needed to be a singular effort to accomplish both objectives.
The solution
Pathfinders knew storytelling could deliver a double dose of value propositions. With consumers of every age increasingly watching videos, immersive storytelling becomes an effective marketing strategy. Product placement in stories make branding memorable and compel conversion. Pathfinders scripted, shot, and produced a 60-second video using high-quality videography and creative storytelling techniques to appeal to the younger generation of students (millennials) and their parents (Gen X).
The success
A STORY THAT RESONATED WITH A MULTIGENERATIONAL AUDIENCE
By analyzing the two unique segments and focusing on their differing frames of reference, Pathfinders helped PNC produce targeted messaging that captured two audiences with one video. Telling a story via long-form video increased the likeliness of viewers remembering the brand, using their product, and growing customer loyalty. PNC was pleased with this video and prominently placed it on their company website.
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