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INTRUST Bank – Business Customer Spotlight

Case Study

Banking on Relationships with INTRUST’s Customer Success Stories

Over the past 150 years, INTRUST Bank has built a strong portfolio of business customers, ranging from small to commercial. Of those businesses, many have been customers for 20+ years, each with a unique story surrounding their growth and success. To attract new customers and spread awareness of INTRUST’s values, business solutions and lending opportunities, we created a Business Customer Spotlight campaign, which celebrates those stories and amplifies the trusted, long-term relationship they have with the bank.

Meddys Spotlight

Insights

Bozell and INTRUST set out to spotlight business customers who could bring INTRUST’s brand values to life, particularly among mid to large-sized companies. The strategy focused on showing, rather than just telling, how INTRUST builds collaborative partnerships with its business clients. Through extensive research, we identified C-suite decision-makers at larger enterprises as a key audience, emphasizing those who value both data-informed and intuitive decisions. For these leaders, trust and relationship longevity were paramount, with each customer profile crafted to help others envision how INTRUST could become a vital partner for their business. The campaign’s strategic insight leveraged real customer stories to showcase this role, aligning with the bank’s brand promise and allowing prospective clients to see themselves in these stories.

Execution

Bozell worked with INTRUST to create a campaign strategy that would reinforce INTRUST’s respected brand identity while also bringing warmth and authenticity to each customer story. The campaign featured nine custom interviews and long-form video stories, filmed on location over two weeks to capture the unique essence of each business. Partnered with a production company, we traveled across INTRUST’s markets and conducted 14 video interviews, as well as captured b-roll, drone footage and still photography while on site.

When shaping the campaign around the video edits and photography captured, copy and design choices reflected INTRUST’s “Tradition for Today” aesthetic, combining classic values with a modern look. Each video positioned INTRUST’s business customers (and their teams) as heroes in their own success stories, with INTRUST as a steady, supportive partner in their growth.

The campaign included a comprehensive mix of owned and paid media placements to extend reach and engagement across INTRUST’s multi-state footprint. Bozell helped to maximize the budget by creating versatile assets from the initial video content, including digital ads, social media posts, print materials and more – all driving to a centralized campaign landing page with individual customer profiles and a clear CTA to “connect with a business banking expert.”

Full List of Deliverables

  • Owned Channels
    • Centralized landing page
      • Nine individual customer spotlight pages
    • Catalog landing page with copy, graphics and compilation video
    • Homepage banner with an included background video
    • Organic social posts
      • Full-length and teaser social videos
      • Pull-quote graphics featuring real customer quotes
    • Sales one-sheeters
  • Paid Channels
    • Paid Social
      • Facebook, Instagram and LinkedIn paid carousel ads
      • YouTube, 30-second paid teaser video ads
    • Print ads
    • Native articles in local publications
    • Digital display and retargeting ads
    • Custom digital banners for local publications

Results

The Business Customer Spotlight campaign generated strong engagement across social media, notably on LinkedIn, Facebook and Instagram. In the first four weeks, the campaign garnered more than 19,500 impressions on Facebook and Instagram, engaging viewers with authentic customer success stories. Paid LinkedIn ads contributed an additional 171,070 impressions, achieving an average click-through rate of 0.75%, outperforming the industry benchmark of 0.49% by 0.26%. These results reflect an effective strategy for building awareness and establishing INTRUST as a trusted business banking partner.

Highlights

  • Organic Social Media – Facebook and Instagram
    • 19,550 total impressions
  • Native Articles
    • 634,000+ impressions
    • 37% average CTR
  • Paid – LinkedIn
    • October total impressions: 171,070
    • Average CTR: 0.75%
    • Industry Benchmark: 0.49%