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Case Study: Banking Client Advertising to Multicultural Audiences


Captivating 125 Years of Excellence: First Citizens Bank’s Journey to Multicultural Connection


First Citizens Bank, commemorating 125 years of dedicated service, sought a strategic digital partner capable of effectively engaging multicultural audiences with tailored messaging to bolster the bank's presence across major U.S. cities.


Advertising Objectives:

  • Reach and engage traditionally underserved audiences and communities in pivotal markets. Target African American, Hispanic, Asian, Middle-Eastern, and Native American demographics actively seeking consumer banking services.


Manicz Media Approach:

In pursuit of these objectives, Manicz Media harnessed its robust data management platform and specialized audience segments. We meticulously crafted audience targeting strategies encompassing African American, Hispanic, Asian, Middle-Eastern, and Native American communities across fifteen strategic markets where First Citizens Bank maintains branch presence.


These meticulously defined audience segments served as the foundation for a precision-targeted display advertising initiative, strategically placed on relevant websites and content hubs. Our approach seamlessly weaved display creatives, tailored to these diverse audience segments, ensuring relevance and fostering meaningful engagement.


Furthermore, a broader, copy-focused creative strategy was implemented to amplify messaging reach across the marketplace, culminating in a comprehensive campaign designed to resonate with diverse audiences and elevate First Citizens Bank's brand presence.



Audience Targeting:

Manicz Media's first-party audience data management platform meticulously cultivated a diverse array of audience segments, each tailored to resonate with specific demographics. This included precision-targeted strategies to engage multicultural audiences, such as African American, Hispanic, Asian, Middle-Eastern, and Native American communities. By leveraging insights from this platform, Manicz Media crafted specialized messaging designed to appeal to the unique needs and preferences of each demographic group.


Through this approach, the campaign effectively reached underserved audiences in key markets where First Citizens Bank maintains branch presence. Each segment was carefully curated, ensuring that the display advertising resonated authentically with the intended audience, fostering meaningful connections and driving engagement with the bank's offerings in consumer financial services.


Specific audience reach by city. Featuring specific interest in banking services.
Specific audience reach by city. Featuring specific interest in banking services.

Campaign Results:

From a media performance standpoint, the display campaign performed well. The advertisements recived 4,676,972 impressions and delivered 3,227 clicks. Performance was measured by key market; Los Andeles saw the most engagement followed by San Diego and Miami.


Manicz Media display ad reach by market for Multicultural audiences.
Manicz Media display ad reach by market for Multicultural audiences.

In addition to the audience and geo targeting, Manicz Media leveraged its multicultural site PMPs to reach relevant websites, domains and content for each audience segment reached. Below are a sampling of the sites and content reached accordining to desired audience set.


Top Multicultrual Sites and Content Reached Through This Campaign

African American

Hispanic

Asian and Pacific Islander

Middle Eastern

Native American

 The Root

 Univision

 NextShark

 Al Jazeera

 Indian Country Today

 Black Enterprise

 Hola!

 India Today

 Sky News Arabia

 National Congress of American Indians

 Shadow & Act

 HuffPost Voces

 Nikkei Asian Review

 Al Bawaba

 Association on American Indian Affairs

 Global Grind

 ViX

 DramaFever

 Arab News

 The Lakota Times

 The Jasmine Brand

 Quién

 Hellokpop

 BBC News Arabic

 The Chickasaw Times

 Essence

 Telemundo

 The Korea Times

 RT Arabic

 Native News Network

 Madame Noire

 CNN en Español

 South China Morning Post

 Middle East Eye

 Alaska Native Tribal Health Consortium

 The Black Wall Street Times

 Infobae

 The Straits Times

 Gulf News

 American Indian College Fund

 The Shade Room

 E! Online Latino

 Viki

 The Islamic Monthly

 The Osage News

 The Fashion Bomb Daily

 Mundo Hispanico

 88rising

 The New Arab

 The Muscogee (Creek) Nation News

 The Undefeated

 People en Español

 China Daily

 Al Monitor

 High Country News

 Blavity

 Univision Noticias

 ABS-CBN News

 Alaraby

 National Indian Gaming Association

 Hello Beautiful

 Cosmopolitan en Español

 Asian Pop Daily

 StepFeed

 The Navajo Times

 Blavity News

 AS USA

 Koreaboo

 The Muslim Vibe

 The Seminole Tribune

The collaboration between First Citizens Bank and Manicz Media proved highly successful in reaching and engaging diverse audiences across key markets. Through precision-targeted display advertising, tailored specifically for African American, Hispanic, Asian, Middle-Eastern, and Native American communities, the initiative achieved exceptional results.


By leveraging Manicz Media's data management platform and specialized audience segments, the campaign effectively promoted First Citizens Bank's brand presence in major U.S. cities, resonating with underserved demographics seeking consumer banking services. This strategic approach not only elevated brand awareness but also fostered meaningful engagement, demonstrating a clear and impactful connection with the bank's diverse audience base.


Contact Manicz Media today to learn more about our unique audience targeting methods and direct response and engagement focused campaigns.

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