Case Study: Avidia Bank achieves a 13% increase in mobile app enrollments and 101% boost in Twitter engagement with Hootsuite

5 Social media tactics an innovative bank used to launch a new product

Avidia Bank, a $1.2 billion community bank based in Hudson, Massachusetts, needed to make a distinctive splash with the launch of Cardless Cash — a mobile app feature that lets customers withdraw money from ATMs without a card. The challenge was to drive app enrollments, brand love and customer advocacy in a crowded banking space while demonstrating the product’s security, speed and broad appeal beyond just younger users.

The marketing team ran an organic, social-first campaign using teaser posts, Periscope live Q&As and demo “battles,” influencer outreach, and an employee advocacy program (“Avidia Smarties”) to amplify approved content via Hootsuite, with Proofpoint protecting compliance. Results included a 13% increase in mobile app enrollments, 83% positive sentiment, a 101.3% boost in Twitter engagement, doubled Twitter followers, 10% Facebook growth, and standout content (teaser post: 2,030 impressions, 10.13% engagement).

Avidia Bank

Michael Allard

Chief Marketing Officer