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
Why Sephora released a beauty set exclusively on TikTok Shop
TikTok Shop’s combination of eyeball-sucking entertainment and frictionless shopping have made it a legitimate competitor to beauty giants like the LVMH-owned Sephora.
In Graphic Detail: LLMs keep citing YouTube in search results
The videos getting cited reveal how different AI search can be from traditional Google search.
Marketers have bought into microdramas — but a lack of ROI might make them irrelevant
Microdramas are attracting brand dollars and audiences. The harder question is whether the format can translate that attention into meas.