BankNewport on YouTube list

NEWPORT – BankNewport last quarter was named to The Financial Brand Top 100 Banks on YouTube list joining large-international financial institutions, largely because of its new digital and social media strategy that’s catching attention on the web.
The Financial Brand, a digital publication focused on marketing and strategy issues affecting retail banks and credit unions, recently released its second-quarter top 100 Banks on YouTube list. BankNewport ranked No. 91 marking a slight improvement from its first-quarter ranking at No. 93.
BankNewport compiled 119,536 video views on is YouTube channel www.youtube.com/user/BankNewportRI, with 28,614 coming in the second quarter, according to Financial Brand.
The Newport-based bank doesn’t stand shoulder-to-shoulder with banking giants, such as Wells Fargo, TD Bank and Bank of America, who rank No. 1 with 47,634,631 views, No. 2 with 29,820,298 views and No. 3 with 25,649,050 views, respectively. But the bank is pleased with the Internet traffic since launching the channel last year, saying the volume is a direct result of a two-fold digital and social media strategy.
“The objective was to create statewide awareness and drive business traffic to BankNewport’s website using humorous pre-roll video,” said Theresa L Massoud, BankNewport director of marketing, in a statement. “Our tactic was to create impressionable and motivating video material for a statewide audience and to implement a geo-targeted media plan for the pre-roll placement.”
The bank’s most popular video, by far, was on published in December depicting a nervous BankNewport banker waiting to skydive. When he finally jumps out of the airplane a narrator says, “We’re not adrenaline experts, that’s your specialty. We specialize in the financial services your business needs to succeed … we’re pretty good at that.”
The bank has also launched a series of “Happy to be a part of it, Rhode Island” commercials, which aim at the ethos of viewers who feel a strong connection with the Ocean State.
“We’re extremely pleased and proud of the wonderful feedback received,” Massoud said.
Santander US also made the list, ranking No. 54.

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