FI Brand Research - CIBI, Bank of Montreal
CIBC and BMO both manage very active Twitter profiles and Facebook pages, with regular postings and new campaigns. Their social media tactics and branding are provided in the attached spreadsheet and below.
CIBC SOCIAL MEDIA CAMPAIGNS AND PROMOTIONS
#FitsYourLife– ongoing campaign on social media with this hashtag followed by the penguin emoji: the penguin appears to be CIBC’s mascot. The bank shares advice and tips on features of CIBC’s services and products that make them most convenient for customers, like how to “prep for a sweet retirement” or auto-payment of bills. They have a humorous slant, with quirky meme-like images, such as a cat walking away from a jumper being knit which reads #blessed, or someone dancing in jet boots being compared to someone paying “all [their] bills on time like an adult”. #ShattersBarriers – this campaign recently concluded, as it was tied into the Paralympic Games in South Korea which took place in March 2018. CIBC was a sponsor of the Canadian Paralympic Team, according to their Twitter profile @CDNParalympic which has several posts which state “#TheParalympians are presented to you by @cibc”. The launch of their #ShattersBarriers campaign took place “during the Opening Ceremonies of the Paralympic Games”. This campaign did not focus on any aspects of the bank’s products or services, and was more of a patriotic show of support for Team Canada and appreciation of diversity with posts with updates of the team’s successes and other news were shared on Facebook and Twitter. Newcomer – CIBC has been regularly sharing articles and content from the Newcomer section of their corporate website, which is for immigrants who may need help with understanding the Canadian banking system which “may be very different from the banking system in [their] home country”. #ParentalGuidance – on Facebook, CIBC has been regularly sharing content made in conjunction with Vice Media. These are short documentary films which address issues such as how to “balance their careers and parenthood”. CIBC National Ski & Snowboard Day – January 27th was the CIBC National Ski & Snowboard Day, for which CIBC offered discounted tickets which were in aid of “our Canadian ski and snowboard team”.
CIBC does not have an Instagram account therefore there is no information on this channel.
CIBC SOCIAL MEDIA BRANDING
CIBC have a cute illustration of a penguin as their mascot, which features heavily on social media—it is in the header image of both Facebook page and Twitter profile and features in short animated films that are published on CIBC’s YouTube page (in French) and shared on Facebook. The tagline used on both CIBC’s Twitter profile and their Facebook profile is the same, displayed in the brand color of maroon, “My bank will come to me here. That’s service.” On the Facebook page, this is displayed in both English and French whereas the Twitter profile displays English only.
BMO SOCIAL MEDIA CAMPAIGNS AND PROMOTIONS
#BMOConnect– a monthly series since January 2018, which features interviews on small business-related topics to promote BMO’s small business banking products and services. It is shared on both Facebook and English-language Twitter accounts, but not the French-language Twitter account. The French Twitter account does post content with an equivalent hashtag #petiteentreprise, but different French-language content is shared. #BMOforWomen / #BMOpourElles – a campaign on the English Twitter and French Twitter respectively, this did not feature on the Facebook page. The latest posts for this hashtag coincided with International Women’s Day, this campaign features advice and “a few inspiring words” from women at BMO. #InvestSmart – Featuring on both Facebook and English Twitter since 2017, this campaign featured regular BMO Twitter Chats with guests such as the author of Breaking Money Silence, along with contests with the Twitter Chats when customers could win “over $600 in gift cards” and copies books. The Facebook page only shared images promoting the upcoming Twitter Chats, on the Twitter profile there were updates and interactions including announcements of winners of gift cards. #BMO200 – Last year (2017) was BMO’s bicentennial and to celebrate this they created “an interactive fountain where people could make digital wishes”, from which they then selected some wishes—“large and small”—to fulfill. Short documentary films showing the selected wishes being fulfilled was then shared on Facebook and both English and French Twitters.
BMO does not have an Instagram account therefore there is no information on this channel.
BMO SOCIAL MEDIA BRANDING
BMO uses consistent colors (white, red and blue) and design (circular logo and red circle graphics prominent in images) to create a strong visual image. They focus on how accommodating they are with customers, their Twitter tagline reading “We’re here to help for all life’s moments, no matter how big or small” and the line “We’re here to help” as the header image of both Facebook page and Twitter account. This was echoed in the #BMO200 campaign when BMO granted some wishes made by customers, “big and small”. Their Facebook page address is @BMOcommunity, which sounds less corporate, and more approachable.