Success Story

Frost Bank’s Opt for Optimism Initiative

Inspirational Stories With Cross-Platform and Cross Device Video

The

Challenge

Founded in 1868, Frost is one of the 60 largest U.S. banks, providing a wide range of banking, investments and insurance services to businesses and individuals across Texas. Frost worked with their agency, McGarrah Jessee, to create an initiative called “Opt for Optimism,” which aimed to inspire optimism through immersive storytelling, on-the-ground activations, a 30 day optimism challenge and research results. One method of storytelling was a series of long-form videos developed by McGarrah Jessee, ranged from 30 seconds to 5 minutes long, and shared the remarkable stories of inspirational optimists. The goal was to find the best platforms to deliver this message to a broad audience and drive deep engagement with the content.

Industry

Banking & Finance

Platform(s)

YouTube, Facebook, Instagram, CTV

Objective

Conversions

The

Strategy

Working with Pixability, Frost and McGarrah Jessee chose to run the video series across YouTube, Facebook, Instagram and CTV, accessing multiple video touchpoints with consistency. Using the Pixability “One” platform, the videos were optimized toward completed views and completion quality, as measured by MOAT.

The

Result

The campaign has been a huge success, surpassing all benchmarks. YouTube exceeded MOAT benchmarks by 2.5X on completion quality for longform video. Frost was one of the first advertisers to test MOAT completion quality measurement on CTV. The videos generated a CTR 3X social video platform benchmarks and when Frost added subtitles to Facebook and Instagram, the long form video completion rate increased 2.5X. McGarrah Jessee and Frost were thrilled with the results and have extended the partnership, to continue engaging audiences with the video series.

higher CTR than social video platform benchmarks

higher completion quality for longform video than MOAT benchmarks

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