Content Marketing All-Stars Q&A: PNC’s Marcey Zwiebel

By NativeAI / June 27, 2016

One of our favorite recent offerings from a brand has been PNC’s #MoneyMilestone. The campaign features longtime customers talking on camera about how the financial services company has helped them achieve their goals. The videos are perfect; each is short, sweet, and compelling.

Recently we chatted with Marcey Zwiebel, VP and Senior Manager, Corporate Media Relations, to find out how #MoneyMilestone came about and to understand what role content plays for PNC more broadly.

Check out the Q&A below:

Q: What role does online content play for PNC?

A: Online content is critical to communicating who we are as an organization. We make it a priority to meet our customers where they are. Our overarching goal is to create valuable content for consumers in our online channels that ultimately helps them to achieve their financial goals.

Q: We really like the Money Milestones pieces. How did the campaign come about? What were the goals?

A: The campaign was developed in an effort to celebrate our customers’ achievements through the grass roots capabilities of social media. 

We engaged customers during the 2015 Pittsburgh Marathon Expo by asking them to discuss their relationship with PNC, financial lessons they have learned, and milestones they have achieved or are in the process of achieving. We captured their stories on camera and created social posts, which celebrated their achievements while also potentially encouraging others to achieve their own financial milestones.


Q: What are the biggest challenges you face in trying to reach and connect with your particular audience(s)?

A: Finances are a very private thing for most people, and often times, an emotional thing. Taking a customer-centric approach and connecting those dots in an effective way that provides value is always our goal.

Written by NativeAI / June 27, 2016