A regional bank's new marketing head had one KPI: convert more customers. The problem? People don't switch banks.
His idea: create a free children's book about financial literacy for kindergarteners, then offer to open accounts for kids who wanted one. Before spending on the campaign, he needed to know what would actually get parents to follow through.
We tested incentive levels and found the answer: $5 deposited into each child's account. Parents loved "$5 for my 5-year-old" - memorable enough to drive action, low enough to keep customer acquisition costs down. The campaign worked so well, competitors copied it.
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Persuasion Impact
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