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Key Bank Client Challenge

Anthony Carlson, Nataleigh Grochoski, Shea Connolly, Jackson Paas, Tommy Kacmarcik

space for

your logo

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Figure 1- “Likelihood of Customers Switching Banks in the U.S.” Statista, 2019

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Lasting Effects of COVID-19

40% of people plan to return to banks after Covid
Long-term Effects/Staying away from In-Person Events
69% of Gen Z will watch more YT
59% are spending more time on Social Media

(GlobalWebIndex, 2020)

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“Gen Z logs on to social media for roughly 2 hours and 55 minutes each day”

(Bump, 2020)

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Facebook

129,760 Friends

40.5 = Average User Age

Twitter

23,600 Followers

40 = Average User Age

(Cooper, 2019)

(Phillips, 2016)

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Instagram

5,732 Followers

25 to 30 = Average User Age

YouTube

969 Subscribers

81% of 15-25 year olds use YouTube

(Cooper, 2020)

(Clement, 2020)

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Why is it important?

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Instagram

YouTube

85% Active

80% to expand knowledge

68% to improve or gain new skills

73% of Gen Z adults use Instagram regularly

85% learn about new products

(MarketingCharts, 2019)

In order to make a lasting impression on gen Z it is important that we follow through by promoting #MoneyMoves and the company as a whole on the other 2 most prominent social media platforms, youtube and instagram since 85% of gen Z learns about new products on social media. Currently 85% of teenagers are active on youtube. 80% do so to expand their knowledge, and 68% to improve or gain new skills which are things KeyBank can focus on in their videos. Additionaly 73% of gen Z adults use instagram regularly.

But that’s not the only thing they use YouTube for.

With 85% of teenagers actively using the platform, 80% do so to expand their knowledge, and 68% to improve or gain new skills

https://www.marketingcharts.com/digital/social-media-110652#:~:text=The%20research%20found%20that%20nearly,%25)%20and%20Boomers%20(61%25).

85% of gen z learns about new products on social media https://www.marketingcharts.com/digital-72442

SELECT COUNT(*), toppriority, agebracket

FROM kbfw.about_you

WHERE agebracket = '25 and under'

GROUP by keybankclientduration, toppriority, agebracket

ORDER BY Count(*) DESC

ADD MORE OF AN IMAGE

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Figure 2- Data Source: Keybank Financial Wellness Database

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RedBull

https://www.youtube.com/user/redbull

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How will you sell an experience/connection?

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“Over 60% of TikTok users are comprised of Generation Z”

(Muliadi, 2020)

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0

Large U.S. Banks on TikTok

There are currently

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Why TikTok

800 Million Monthly users

(Kemp, 2020)

60% of US TikTok users are aged between 16-24

(Beer, 2019)

Spend an average of 52 minutes per day

(Iqbal,2020)

Figure 3 - “The biggest problem with Microsoft's fractured TikTok deal.” Brandom, 2020

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Ads on TikTok

Brand Takeover

Figure 4- Brand Takeover Ad. Adapted from “How Much do Tiktok Ads Cost?” Influencer Marketing, 2020

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Ads on TikTok

In-Feed Video

Figure 5- In-Feed Video Ad. Adapted from “How Much do Tiktok Ads Cost?” Influencer Marketing, 2020

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Ads on TikTok

2D, 3D, and AR Lenses

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Ads on TikTok

Hashtag Challenge

Figure 6- Hashtag Challenge. Adapted from “How Much do Tiktok Ads Cost?” Influencer Marketing, 2020

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Chipotle

#GuacDance Challenge

88% digital sales growth(Lucas, 2019)
14.6% revenue growth(Lucas, 2019)

Figure 7- “Guac Dance Image.” Reddit, 2019

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#MoneyMoves

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Financial Advisors on the App

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Creating Community

Fostering Relationships

Informing Consumers

Unlock Your Potential

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References

Beer, C. (2019, November 27). Is TikTok Setting the Scene for Music on Social Media? -

GlobalWebIndex. Retrieved November 16, 2020, from https://blog.globalwebindex.com/trends/tiktok-music-social-media/

Bump, P. (2020, February 3). 52 Gen Z Stats Marketers Need to Know in 2020. Retrieved from

https://blog.hubspot.com/marketing/gen-z-stats

Cooper, P. (2020, January 13). 23 YouTube Statistics that Matter to Marketers in 2020. Retrieved

from https://blog.hootsuite.com/youtube-stats-marketers/

Cooper, P. (2019, October 30). 25 Twitter Statistics All Marketers Should Know in 2020.

Retrieved from https://blog.hootsuite.com/twitter-statistics/#:~:text=The median age of U.S.,of the national population does

Iqbal, M. (2020, October 30). TikTok Revenue and Usage Statistics (2020). Retrieved November

16, 2020, from https://www.businessofapps.com/data/tik-tok-statistics/

Kemp, S. (2020, January 30). Digital 2020: Global Digital Overview - DataReportal – Global

Digital Insights. Retrieved November 16, 2020, from https://datareportal.com/reports/digital-2020-global-digital-overview

Lucas, A. (2019, October 23). Chipotle crushes earnings estimates, says accelerated drive-thru plans may delay some store openings. Retrieved November 16, 2020, from https://www.cnbc.com/2019/10/22/chipotle-mexican-grill-cmg-earnings-q3-2019.html

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References

Muliadi, B. (2020, July 06). Council Post: What The Rise Of TikTok Says About Generation Z. Retrieved November 16, 2020, from https://www.forbes.com/sites/forbestechcouncil/2020/07/07/what-the-rise-of-tiktok-says-about-generation-z/?sh=48be37f46549

NapoleonCat. (September 2, 2020). Distribution of Instagram users in the United States as of August 2020, by age group [Graph]. In Statista. Retrieved November 16, 2020, from https://www.statista.com/statistics/398166/us-instagram-user-age-distribution/

Phillips, J. L. (2016, October 26). What Is the Breakdown of Facebook Users by Age? Retrieved from https://smallbusiness.chron.com/breakdown-facebook-users-age-63280.html

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Image References

Brandom, R. (2020, August 04). The biggest problem with Microsoft's fractured TikTok deal. Retrieved from https://www.theverge.com/2020/8/4/21354255/microsoft-tiktok-trump-ban-bytedance-china-us-canada

Influencer Marketing. (2020, January 02). How Much do TikTok Ads Cost? Retrieved November 16, 2020, from https://influencermarketinghub.com/how-much-do-tiktok-ads-cost/

R/FellowKids - Found this Chipotle ad on TikTok. (2019). Retrieved November 16, 2020, from https://www.reddit.com/r/FellowKids/comments/ck7l3d/found_this_chipotle_ad_on_tiktok/

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Slides for FAQ

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Hollister

#MoreHappyDenimDance Challenge

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Tik Tok Content Prototype

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What content are other banks providing on YouTube that produces a high subscriber count?