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.
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.
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.