Community-Focused Marketing Drives Digital Engagement at Regions Bank

This case study outlines the cooperative marketing campaigns executed by Regions Bank and Fiserv to enhance digital engagement with their payment products, specifically Zelle®, CheckFree RXP®, and TransferNow®. The campaigns, which included a charitable component, aimed to increase transaction volume and user growth while benefiting local communities. The analytics team at Fiserv evaluated the effectiveness of these campaigns by measuring transaction growth and user retention metrics during campaign periods compared to non-campaign periods. The findings indicated significant increases in user engagement and transaction volume across all products during the campaigns. Notably, the study highlighted that marketing efforts were particularly effective in reaching younger demographics, such as millennials and Gen Z. The results provided Regions Bank with valuable insights into customer behavior and the impact of marketing on digital payment adoption, which will inform future marketing strategies and product promotions.