20 Jun How “Hamilton” Launched a Bank
How “Hamilton” Launched a Bank – and a Brand
The greatest manufacturers are timeless. Those that endure for many years—or the few that survive for hundreds of years—have to repeatedly discover related methods to reinvent themselves. And generally that relevance presents itself within the type of an opportune second in well-liked tradition, like within the case of 232 year-old monetary establishment, BNY Mellon.
BNY Mellon noticed and seized the possibility to interact with an insanely well-liked Broadway musical whose starring character simply occurred to be its founder – Alexander Hamilton. As Aniko DeLaney, Global Head of Corporate Marketing for BNY Melon tells it, “Hamilton” opened a stage door that allowed her firm to share its story in a extra partaking means than ever earlier than. (Hear Anika’s story in her personal phrases within the Renegade Thinkers Unite podcast, beneath – or learn on for a summarized account).
The Opening Scene
When Aniko DeLaney turned the Head of Corporate Marketing, she was properly versed within the BNY Mellon model, having been the top of promoting for six of its companies. In addition to additional constructing a status as a revered and trusted group, says Ms. DeLaney, BNY Mellon’s executives additionally hoped to modernize its message.
Fortunately, when Ron Chernow’s e book, Hamilton, turned Lin-Manuel Miranda’s Broadway sensation, the true Mr. Hamilton had already been taking part in a starring position at BNY Mellon for over two centuries. “As long as I’ve been at the company,” says Ms. DeLaney, “we’ve always celebrated our founder Alexander Hamilton and his pioneering and innovative spirit.” As the present garnered acclaim, Ms. Delaney and her workforce understood that well-liked tradition was celebrating a hero they knew properly. They seized the chance, launching a year-long marketing campaign to enrich the second.
“We affectionately call it the Hamilton campaign,” she says, “but we officially call it our ‘Invested In Our Legacy’ campaign.” Throughout, BNY Mellon’s message can evolve into one thing relatable and related, with a story well-suited for digital and social media.
Act I: The Content
Ms. DeLaney and her workforce labored with artistic companies like Chiat/Day to deliver the BNY Mellon story to life, launching on the group’s 232nd anniversary. The firm rang the bell on the New York Stock Exchange, deployed shareable enjoyable information about Hamilton’s financial institution on Facebook and LinkedIn, offered GIFs through the “Hamilton”-swept Tony Awards and a dose of humor from the voice of Alexander himself. For instance, this tweet:
Lin-Manuel will get a Tony for Best Book! Much deserved, tho at a mere 20,000 phrases I’d name it a pamphlet – A. Hamilton #TonyAwards
— BNY Mellon (@BNYMellon) June 13, 2016
Says Ms. DeLaney, “Hamilton was such a prolific writer, so can you imagine him trying to tweet?”
With a blessing from the C-suite, the social element of the marketing campaign allowed BNY Mellon to enter conversations the place it could not have been welcome earlier than, Ms. DeLaney says, finally boosting model visibility. “Gerald Hassell, our Chairman and CEO, is an Influencer on LinkedIn, so he really has set the bar very high for our company,” she says. “It’s very important to reach out to our diverse constituents in channels that they use.”
The marketing campaign additionally featured a collection of movies for internet and social, in addition to TV spots bookending PBS/WNET’s documentary, “Hamilton’s America,” of which BNY Mellon is a sponsor. “It really brings to life not only the story of the show but also the story of Alexander Hamilton,” says Ms. DeLaney.
The Continuing Story
As Ms. DeLaney and her workforce moved ahead with the marketing campaign, she floated the thought of utilizing new media, even VR, to inform the model’s story. But to stay efficient, the message needed to resonate with the target market. “More and more, especially with social media channels, we had to be really careful to make sure the content was educational and meaningful, but then have some fun with the creative,” she says. “Again, this was a theme we’d been using as long as I’d been with the company. Now, we were able to tell the story in a much more engaging way.”
So far, the collective effort to modernize BNY Melon has put up spectacular numbers, with triple-digit will increase in engagement and consciousness on Twitter, LinkedIn and Facebook, in keeping with Ms. DeLaney. Maybe extra spectacular, nonetheless, is the intangible impression on not simply BNY Mellon’s public viewers but in addition the corporate—the true measure of a good story. Call it the “Hamilton Effect.”
“The content resonated, and I think it’s more than just how cool Hamilton has become, but it’s the person he was. He was truly insightful and innovative, but he also got things done. He was an implementer,” says Ms. DeLaney. “Having that special connection has inspired our employees, clients, and other constituents to be really proud of the company that Hamilton founded.”