Case Study: Truist builds brand trust and awareness with StrawberryFrog

SunTrust boosts brand awareness 23% with StrawberryFrog

The customer, Truist, was formed from the merger of BB&T and SunTrust banks. Their challenge was to launch this new, purpose-driven bank during the COVID-19 pandemic. They needed to differentiate themselves in a competitive market and establish trust, all while ensuring their communications were sensitive to the global crisis. The vendor, StrawberryFrog, was tasked with developing a branding and marketing strategy to meet this challenge.

StrawberryFrog implemented a comprehensive strategy centered on the "Truist Cares" initiative. Key campaigns included "Live United," a partnership with United Way featuring Amanda Gorman, and "Main Street Sam," which focused on supporting small businesses. This approach successfully built crucial brand awareness with a sensitive tone. The results were significant: a 23% increase in total brand awareness, a 29% increase in brand consideration, and a 10% improvement in association with being a purpose-driven institution.

SunTrust