At the beginning of our collaboration, there was a clear challenge: apart from a website, there was no online activity whatsoever. At the same time, the bank was faced with the task of reaching an increasingly young target group – in particular potential apprentices and students – and developing new communication and service channels. Increasing brand awareness in the regional catchment area was also a key objective.
We took over the holistic management of the Raiffeisenbank’s social media activities. Our service included both strategic consulting and operational implementation.
The collaboration between Raiffeisenbank Mainschleife-Steigerwald eG and eology shows how a well-thought-out social media strategy and creative implementation can achieve sustainable success. Starting from scratch, a vibrant online presence has been created that not only positions the bank as a modern and approachable brand, but also delivers measurable results. Particularly on TikTok and Instagram, impressive reach and interaction rates have been achieved that optimally exploit the potential of the platforms.
After one year, we have already reached a total of over 1.9 million views on both platforms. On TikTok, there are over 1.5 million views.
People like, share and comment on our content on both platforms every day. This high volume of interaction results in above-average engagement rates. This shows that our content resonates with our target audience and beyond.
Our content has been viewed for over 3,300 hours on both platforms so far. That’s the equivalent of 137 days.
First, an extensive social media content strategy was developed to analyze the needs and interests of the target group. This strategy serves as a basis for identifying relevant platforms, content formats, and topics.
On Instagram, the focus is on establishing the Raiffeisenbank as a friendly and regional brand. To do this, we use knowledge-based content to build a solid community and employ strategic content formats:
To reach Gen Z, we rely on trend-based and entertaining formats at TikTok. The goal is to position Raiffeisenbank as a modern and approachable brand:
After the strategy presentation, the implementation began. We act as a full-service social media content agency and take on both strategic and operational tasks.
Employees of the Raiffeisenbank from various branches have come together to form a permanent social media team. Two content production days were held with this team to produce enough content for the social media profiles to go live at the end of November 2023. Since then, such production days have been held at regular intervals. Since then, enough content has been produced together to publish content on Instagram and TikTok at least three times a week. While the initial focus was on the most-visited playout, we have been strategically incorporating active community management since the second quarter.
The content was designed to appeal to both existing customers and new target groups, while the employer branding highlights the bank’s attractiveness as an employer. The positive response – not only from the community, but also from other banks – confirms the success of this strategy. This comprehensive digital transformation has not only given Raiffeisenbank a strong online presence, but also a secure foundation for the future. This shows that even regional brands can build a strong, engaged community and achieve long-term goals with the right strategy and creative content.
Raiffeisenbank Mainschleife-Steigerwald eG is a regionally rooted cooperative bank that specializes in providing financial services to private and corporate customers.
With a head office and 15 branches, it has a strong presence in the Main-Franconia region.
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