Truist - created from the merger of BB&T and SunTrust banks -- faced the daunting task of launching the first purpose-driven large bank focused on "inspiring and building better lives and communities". As one of the largest banks in a highly competitive market, Truist needed to differentiate itself while establishing trust. And we had to do all this in the middle of the COVID-19 pandemic, which necessitated a sensitive and supportive approach to customer communication.
Truist and StrawberryFrog responded with a comprehensive branding and marketing strategy. At its core was the "Truist Cares" initiative, designed to support communities during the pandemic. Key campaigns included:
These initiatives allowed Truist to launch, gain attention and build crucial brand awareness, while avoiding inappropriate "chest-beating" during the pandemic.
These results demonstrate how StrawberryFrog helped Truist establish itself as a caring, purpose-driven institution in a highly competitive market, effectively building brand awareness and positive consumer perceptions despite launching during a global pandemic.