Weird, Freaky, Stupid, Cool

Weird, freaky, stupid and cool were all words credited to HSBC's Your Point of View initiative to increase account activity and a unique case study for marketing metrics. HSBC combined event, social media and promotional give-a-way marketing claiming thousands of  impressions doubling new account openings at their fifth avenue bank. Account openings are revenue generating activity for the company but it is difficult to give credit to the marketing without the necessary metrics.  HSBC was able to launch and event that was newsworthy in and of itself, the media budget was state to be zero. This free coverage for engaging content is clearly a message as it can be easily compared to the cost of paid media to reach the same number of viewers.    Account openings directly equate to bank revenue and are a high quality metric for marketing success. The company can compare the campaign openings number vs openings not credited to other business circumstances or forecasted seasonal traffic. Tracking the number of these customers that continue to keep their the account would further prove the effort created a  sales which marketing accomplishment that influences the balance sheet.