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Bank of North Dakota

Analytics + Digital Marketing + Media + Social Media + Strategy
Bank of North Dakota

Key Takeaways

  • Using real audience data and a smart mix of email, display, video and social, we created a statewide campaign that connected with people and beat performance goals.
  • Running multiple flights with tailored messaging proved that the best way to boost financial literacy is through consistent communication and repeated touchpoints.

Overview

Bank of North Dakota set out to make financial literacy easier and more inviting for people across the state. Their Smart With My Money program gives residents a free personalized website filled with tools, tips and fun incentives that help them understand their money habits and build confidence. The big goal? Make North Dakota the most financially literate state by 2027.

Challenge

BND needed to raise awareness and spark real interest in financial literacy statewide. The campaign had to work within a fixed budget and run across six different flights, each aimed at audiences with very different financial needs. To be successful, we needed steady site engagement, strong performance across channels and clear signs that more North Dakotans were taking steps to improve their financial wellbeing.

Strategy & Approach

We started by digging into audience segments to understand how different groups think about and manage money. Those insights helped us shape messaging that felt relevant, approachable and personal for each group.

 

From there, we built a multi-channel plan blending targeted emails, statewide display and video, Meta ads and YouTube placements. Hitting audiences from several angles helped the message stick and supported the campaign’s goal of getting more people to the Smart With My Money site.

Execution

The campaign ran from 2024 into 2025 and rolled out in six coordinated flights. Each one combined email, display, video and social tactics to keep priority audiences engaged and coming back.

 

Odney and BND produced a full suite of materials — email designs, static and video ads and multiple creative versions for each audience group. Site Impact handled email, Simpli.fi delivered programmatic display and video, Meta drove paid social and YouTube extended the reach of our video content.

 

Throughout each flight we watched performance closely and made adjustments to keep engagement strong and the budget working as efficiently as possible.

Results

Smart With My Money connected with people across the state and outperformed expectations.
  • More than 6.9M impressions, 35,700 clicks and a 0.52% CTR, far above the 0.08% benchmark
  • 2.26M video completions with an 84% completion rate, showing that the message really resonated

Channel highlights:

  • Site Impact email: 20,471 total clicks
  • Simpli.fi display: 5,792 clicks on 2.7M impressions (0.21% CTR)
  • Simpli.fi video: 2,261,007 video completions at an 84.36% completion rate
  • Meta: $0.54 average CPC across 4.3M impressions
  • YouTube: 93,258 video completions at a $0.51 CPV
  • Website (GA): 67,038 total sessions during the campaign period

The strength and consistency of these results show that coordinated multi-channel messaging can inspire more North Dakotans to take action on their financial health.

Summary

Smart With My Money proves that when financial literacy feels personal and accessible, people show up. By combining tailored messaging, steady touchpoints and ongoing optimization, the campaign helped thousands of North Dakotans engage with tools that build confidence and lifelong money skills, all in support of the state’s goal to lead the nation in financial literacy by 2027.