ASN Bank: How to get the millennial excited about a sustainable bank?
Investing your money in child labor, weapons, animal suffering and fossil fuels? Better not! Yet many millennials don’t know what their bank is doing with their money, according to research by Motivaction. By choosing the right bank, you can make a big difference. If you choose ASN Bank, for example, you are choosing the climate bank of the Netherlands.
ASN Bank handles your money with care, and invests it in companies and projects that contribute positively to our planet. More millennials need to be made aware of this.
Approach: influencer marketing aimed at millennials
De Wolven believes in positive communication; not painting doom scenarios, but rather suggesting the small solutions that allow us all to make a difference. In collaboration with Metro, Vice and satirical news platform De Speld, several articles were published explaining in various ways that the choice of your bank does have an influence on a better world.
And if you want to reach millennials, you can’t do without influencers. ASN Bank, for example, organized the sustainable ACT festival. The theme of the event was – inevitably – making sustainable choices. De Wolven approached various sustainable influencers before, during and after the festival to get their followers enthusiastic about the festival and the message of ASN Bank.
Result: sustainable tips for followers
The festival was sold out. Several micro-influencers such as Growthinkers, Lauresque, A Sustainable Mess and Pure Suzanne got their green hearts out during ACT and inspired their followers with sustainable tips they had gained there.
“Change in behavior comes about when there is more positive attention for sustainable successes and small manageable steps. This principle was the starting point in our communication for ASN Bank. And it sounds like an open door, but the strategy was successful because we focused on the group of millennials who were open to ASN Bank’s message. This group is the easiest to convince.”
Marre de Visser, pr-advisor
"Change in behavior comes about when there is more positive attention for sustainable successes and small manageable steps. This principle was the starting point in our communication for ASN Bank. And it sounds like an open door, but the strategy was successful because we focused on the group of millennials who were open to ASN Bank's message. This group is the easiest to convince."
Marre de Visser, pr-advisor
