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The Science of Storytelling: BNY Mellon


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BNY Mellon's Aniko Delaney, Global Head of Corporate Marketing, on leveraging the bank's rich history and connection with Alexander Hamilton to launch a successful content marketing campaign.

Published in: Marketing
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The Science of Storytelling: BNY Mellon

  1. 1. Invested in Our Legacy 232 Years of Innovation Aniko DeLaney Global Head, BNY Mellon Corporate Marketing Bill Barrett Head of Corporate Digital Marketing May 2017
  2. 2. 2 Information Classification: Confidential The Beginning Alexander Hamilton founded The Bank of New York in 1784
  3. 3. 3 Information Classification: Confidential The Buck Started Here PLAY
  4. 4. 4 Information Classification: Confidential Improving Lives Through Investing Investments Company for the World Our Founder Heritage of Firsts 232 Years of Insight and Innovation
  5. 5. 5 Information Classification: Confidential Invested in Our Legacy Campaign Highlights
  6. 6. 6 Information Classification: Confidential Hamilton’s Voice – Unique Brand Opportunity
  7. 7. 7 Information Classification: Confidential Key Performance Indicators (KPIs) Awareness Attract Engage Convert Retain Advocate
  8. 8. 8 Information Classification: Confidential Social Media Results: Invested In Our Legacy Engagement rate above BNY Mellon average: +34% +40% +818%
  9. 9. 9 Information Classification: Confidential BNY Mellon Homepage Innovation Centers Social Media Employee engageme nt AR/VR Driving Culture Change
  10. 10. 10 Information Classification: Confidential Big Ideas Thought Leadership iPad App 2016 Silver Award for Innovative Digital Solutions . 2017 Webby Honoree Mobile Sites & Apps Financial Services / Banking
  11. 11. 11 Information Classification: Confidential Hamilton Quiz Results: • 28% Visits from Natural Search • 23% Visits from Direct • 12% Visits from Social Media promotions
  12. 12. 12 Information Classification: Confidential Career Quiz Top personas: 22% Investment Ace 14% Tech Wizard 12% Client Connoisseur 12% People Person 11% Branding Champion
  13. 13. 13 Information Classification: Confidential Digital First: CEO Leads the Way
  14. 14. 14 Information Classification: Confidential • Social media – Profiles – Engagement Digital Transformation Corporate and Personal Brands
  15. 15. 15 Information Classification: Confidential Thank you! BNY Mellon is the corporate brand of The Bank of New York Mellon Corporation and may be used as a generic term to reference the corporation as a whole and/or its various subsidiaries generally. This material and any products and services may be issued or provided under various brand names in various countries by duly authorised and regulated subsidiaries, affiliates, and joint ventures of BNY Mellon. Not all products and services are offered in all countries. This material may not be comprehensive or up-to-date and there is no undertaking as to the accuracy, timeliness, completeness or fitness for a particular purpose of information given. BNY Mellon will not be responsible for updating any information contained within this material and opinions and information contained herein are subject to change without notice. BNY Mellon assumes no direct or consequential liability for any errors in or reliance upon this material. This material may not be reproduced or disseminated in any form without the prior written permission of BNY Mellon. Trademarks, logos and other intellectual property marks belong to their respective owners. © 2017 The Bank of New York Mellon Corporation. All rights reserved.