July 2013 Trends and Highlights – Pinterest Campaigns and Summer Marketing Promotions

by on Aug 07, 2013

calIn July, Esurance gave Pinterest users a chance to win a dream road trip and the financial services industry eased into summer by utilizing a variety of seasonal imagery in marketing efforts. Annuity firms spent the month focused on their philanthropic efforts, while mutual fund companies were fixated on the Federal Reserve.

Esurance Pin It to Win It Campaign
Finally, Esurance ran an interesting sweepstakes promotion leveraging its Pinterest page. “Pin It to Win It” ran from July 1 – 12, and offered individuals the chance to win a free road trip package. To enter, participants had to follow Esurance on Pinterest, create an “Esurance Dream Road Trip” board and fill out an entry form. The firm promoted the sweepstakes on its public homepage and Facebook page. To learn more about how financial services firms can utilize Pinterest, download our guide.

Esurance Pinterest Page
Esurance Pinterest Page

Esurance Pin It to Win It Facebook Promotion
Seasonal Promotions Popular in July
Summer-themed images and promotions were popular across the industry. Citibank greeted customers with an interstitial summer-themed promotion for Citi Financial Tools. Bank of America featured a pop-up promoting special summertime cash back offers on the private site Add it Up sitelet. The pop-up featured a woman on the beach holding shopping bags. The special offers included travel and outdoor activities. Property and Casualty Insurance firms The Hartford and Travelers both encouraged everyone to stay safe in the summertime.
Citibank Summertime Promotion
Citibank Summertime Promotion
Annuity Firms Promote Generosity
Annuity firms took the opportunity to promote their foundations and philanthropic efforts in July. Lincoln Financial posted an article focused on the recent educational grants it awarded. Pacific Life announced that the firm accepted applications for its 2014 grant starting July 14, 2013 and will continue to do so until August 15. Five other annuity firms – Allianz Life, MassMutual, MetLife and Nationwide – have also highlighted their various philanthropic efforts over the course of the summer.

Financial Independence Days
Capital One 360 and ShareBuilder teamed up to offer investors and savers the Financial Independence Day Sale. The annual sale provides several bonus offers for new accounts, including: a $75 bonus for opening a 360 Savings account with a minimum deposit of $500; a $76 bonus when two referred friends open a Capital One 360 account; and a $176 bonus for opening a ShareBuilder account with a minimum deposit of $5,000. Both firms promoted the Sale with several banners featuring patriotic colors and fireworks.

ShareBuilder Financial Independence Days Sale
ShareBuilder Financial Independence Days Sale
The Federal Reserve On the Minds of Fund Managers
In the mutual fund space, fund firms were fixated on the Federal Reserve. Numerous firms focused on the Fed’s statements in July regarding a scale back of the current QE program. New commentaries on the topic addressed the market reactions to the news, proposed new allocation strategies to counter volatility and hypothesized a timeline for future QE policy changes. Among the firms that covered the fed, Vanguard posted a new homepage image featuring their Chief Economist, Joe Davis, that linked to their commentary, which pointed out that the market reaction to the Fed’s potential policy changes contrast with the generally improving economy.
Vanguard Fed Homepage
Vanguard Fed Homepage