How we engaged teachers with channel-specific creative
Teachers Mutual Bank Limited is one of the largest customer owned banks in Australia, with over 155,000 Members and $10 billion in assets. It is a bank built by teachers, for teachers and is the only bank dedicated entirely to teachers.
They offer a wide range of specialised products and services to people in the education sector to help them better achieve their financial goals.
Our solution
We executed a full-funnel strategy, across multiple channels, to amplify brand awareness and engagement among teachers. Initially, we leveraged Newscorp’s broad media placements, including radio, print, and homepage takeovers, to deliver our core message: “There’s more to teachers than teaching.” This phase aimed to highlight TMB as a unique, teacher-centric bank by highlighting our values and commitment to teachers.
To deepen engagement, we targeted social media platforms such as Instagram, Facebook, TikTok, and YouTube with the popular “here’s my 5-9, after my 9-5” trend. Collaborating with teacher influencers, we showcased their after-school lives, inviting audiences to share their routines for a chance to win prizes. This helped to humanise teachers, aligning with our campaign’s narrative.
Additionally, we placed targeted ads in niche teacher publications, reinforcing our message and promoting the 5-9 competition.
Complementing these efforts, we developed a library of images depicting teachers both in and out of the classroom, which were used across various assets to visually support our story.
Through this multi-channel approach, we effectively primed the audience with broad messaging and then engaged them with tailored, platform-specific content, demonstrating our comprehensive understanding and support of teachers.
