Company background
The National Bank of Jordan is one of the oldest banking institutions in Jordan, with a history spanning more than seven decades, an extensive branch network, and a multi-generational customer base. With the accelerating digital transformation of financial services, the bank has found itself facing a new audience that increasingly uses the bank via telephone rather than in-store.
The challenge
The challenge was not in being present on the platforms, but in the meaning: How does a long-established banking institution maintain its historical trust while addressing a digital generation that expects speed, transparency, and human language? In addition to the banking sector's sensitivity to any inaccurate marketing message.
Goals
- Transforming social media platforms from an advertising channel to a listening and service channel.
- Renewing the brand's image without losing its heritage and accumulated trust.
- Increased qualitative interaction with young people and entrepreneurs.
- Link digital activity to real business metrics, not like numbers.
strategy
The “listen before you speak” strategy: building marketing decisions on market research and audience conversation analysis, then crafting messages stemming from a genuine need, culminating in the 70th anniversary campaign “You are my family” that made the customer the hero of the narrative, not the product.
Implementation steps
- Periodic studies and research to monitor customer expectations and digital behavior.
- Analyzing comments and messages as a data source for service development, not just as a response.
- Simplified financial awareness content targeting youth and entrepreneurs.
- The “You Are My Family” campaign, celebrating 70 years, features real customer stories.
- Unifying the brand tone across all platforms and customer service teams.
Results
The brand has moved from a traditional banking image to a more approachable and humane one, with a tangible increase in qualitative interaction, an improved impression among younger demographics, and the transformation of social media platforms into a channel for attracting and serving business objectives.
70+
Years of Legacy
↑
qualitative interaction
Effective
Digital Service Channel
Yes
Decision based on research
Lessons learned
- Banking trust is built by listening, not by excessive advertising.
- Heritage is not a burden on renewal, but rather capital that is reintroduced in the language of the times.
- Conversation data is a strategic resource for product and service development.
Source: Social Media Marketing: A Practitioner Approach — First Jordan Edition (Kotler, Opresnik, Hollensen · Edited by: Abdulrahman Zeidan) .
Matched Kotler summary — Chapter 73
Social Media Marketing: A Practical Guide (2017)
Social Media Marketing: A Practical Guide covers social listening as the basis of digital planning.