Why online video plays well for Charles Schwab

This event report outlines how Charles Schwab, the financial-services provider, is using online video to engage consumers.

Kirstin Falk, the Managing Director/Brand Innovation & Social at Charles Schwab, is charged with injecting an emotional kick into the financial-service provider's marketing.

"Ultimately, my objective is to identify new and emerging ways to connect our brand story with consumers," she told delegates attending ad:tech New York 2016.

While the San Francisco, California-based firm's portfolio houses potentially low-interest, functional offerings like investment services and retirement plans, Falk believes that online video effectively enables it to tell "brand stories that connect people with the values … of our brand platform" – values centered around taking a positive, proactive approach to...

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