First Niagara wanted to build an emotional connection with the Upstate New York community by showing them that they were �one of them� and that they, too, loved the area. So it decided to reach out to them through social media. However, First Niagara had NO social media presence at that time. And it didn�t want to make the mistake so many of those in the banking industry make�and talk only about themselves in the social space.
The target audience was men and women age 25-54 across Upstate New York. Campaign success hinged on the engagement of our Facebook fans� if they came back more then once, shared content, and helped generate buzz. We initially aimed for a goal of 1,000 Facebook fans.
