It’s like Good Morning America, but it’s produced by a bank.
Every Monday at 8 a.m., the Wake Up with Rhinebeck Bank online video show targets Hudson Valley, New York residents highlighting interesting people and issues in the area. Episodes run from 5 to 15 minutes, and topics include a profile of a millennial chef, a trip to a local distillery and a chat with the head of a mental health nonprofit. It’s a way the Poughkeepsie, New York-based bank is marketing itself as a community partner. Through interest in the stories and social sharing of the videos by influential locals, the bank hopes customers will stay tied to the brand, which will drive business back to the bank.
“People care more about building a community or telling a story,” said Rhinebeck Bank’s svp of marketing Michelle Barone-Lepore.
More in Marketing
How Kroger, Giant Eagle and DoorDash are building their agentic AI assistants
Companies are finding that they must deploy practical AI tools that bridge the gap between physical stores and online ordering.
Beauty brand Cakes wants to turn its TikTok virality into an owned media strategy
Cakes is launching Cakes Media to shift from paid TikTok views to a permanent, brand-owned audience as ad costs climb.
Mobile ad giants AppLovin and Unity locked in legal dispute over data collection
AppLovin seeks court order against Unity claiming improper collection of data generated through its business.