33% YoY lead growth
Teachers Mutual Bank is one of Australia's largest Mutual Banks, supporting teachers & their families.
At the time of this brief, Teachers Mutual Bank (TMB) had not produced any brand work for several years, leading to a lack of brand presence in the marketplace. With little visibility, TMB was being drowned out by competitors and had lost its emotional connection with its core audience: teachers.
As a result, their performance marketing campaigns were struggling, leading to a significant drop in lead volume and an unsustainable rise in cost per lead (CPL). The bank needed a fresh approach to rekindle the connection with teachers and improve campaign efficiency.
Windsorborn was tasked with creating a campaign that would not only boost TMB’s performance marketing but also rebuild its emotional bond with teachers.
The strategy centred around one key idea: reminding teachers just how valuable they are, while highlighting what Teachers Mutual Bank was doing to support their financial well-being.
The campaign kicked off with an emotionally resonant short film, acknowledging the tireless efforts of teachers and the essential role they play in shaping society. This content was designed to re-establish TMB’s brand presence and evoke a sense of pride and appreciation among teachers.
BVOD Financial Confidence
For the middle and bottom of the funnel, we developed a series of performance-driven creatives that were benefit-led, focusing on the practical support TMB provides to teachers, such as discounted home loan rates and financial wellness tools.
These assets were rigorously tested across multiple channels, and the campaign was continuously optimised to favour the best-performing creatives. As the campaign evolved, new variations were rolled out based on what was resonating most with the audience.
Results
- By reconnecting with teachers on an emotional level, TMB was able to see significant improvements in both brand engagement and performance metrics, proving that brand and performance go hand-in-hand.
- Rigorous testing of creative assets allowed the campaign to scale efficiently, driving a 33% increase in leads while reducing the cost per lead by 60%.
- Combining brand-building content with hard-working, performance-focused creative across the funnel not only delivered short-term results but also built a foundation for long-term success and brand loyalty.
