SmartyPig's primary goal was the successful launch of their company (and product) on the web without an online advertising budget. Aligning with this goal was the objective of positioning the brand as an innovator and leader in the online savings segment of the financial services industry.

Challenge

• Zero supporting ad dollars
• No brand equity to leverage
• Developing an effective market-entrance and outreach strategy
• Targeting the right audience to generate word of mouth and online visibility

Approach

• Identification and monitoring of key topics and emerging themes within online conversations about saving money
• Proprietary MavenMap identification of online influencers in blogs, forums and mainstream media
• Influencer outreach, targeted messaging and personalized video pitches to incorporate Customer DNA from key, personal finance bloggers
• Custom blog development, customer service strategy, use of optimized press releases and communications calendar
• Development of Twitter video contests, and deployment of the GetSatisfaction customer support platform
• Social media consulting, and reputation management
• Development of Facebook Connect guidelines, documentation and troubleshooting procedures

Results

• Several hundred blogs covered SmartyPig’s story and offering within a 2-week period, including top blogs like TechCrunch
• Sustained, hockey-stick growth trends on customer acquisition
• International expansion, applying success model overseas
• Major TV network and press coverage
• Garnering of additional financing from a major funding source
• First implementation of Facebook Connect in online banking
• Award-winning notoriety for social media innovation within the financial services industry