At Frost Bank, it believes that optimists have better financial health and the launch of its 'Opt for Optimism' initiative aims to spread that energy. The campaign uses AdTheorent's Audience Builder to identify optimistic audience members using an advanced machine learning process.
The main goal of the campaign is to drive awareness of Frost Bank and the concept of inspiring more positivity amongst the target audience. This marketing campaign happens at a multiyear rollout and combats the cultural pessimism that exists to drive the energy of optimism instead. Through a series of narratives, public activations, and collaborations, the initiative sparks positive conversation. There are three habits that Frost believes that optimists share -- taking the taboo out of money, seeks progression rather than perfection, and expects the unexpected.
Machine-Learning Bank Initiatives
Frost Bank's Opt for Optimism Initiative Highlights Awareness
Trend Themes
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Industry Implications
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