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Case Study: Mercantil Commercebank


Spring 11’ Small Business Campaign

 

Situation

Mercantil Commercebank (MCB) wanted to increasing its share of small business loans and generate awareness for their brand among the Latino and General Market business owners in South Florida.

Strategy

To support MCB’s small business campaign, Smaart Media the agency of record, engaged Latin2Latin (L2L) to act as the consumer market insights expert, planning and placement arm to develop / implement a media plan. L2L:

  • Identified the MCB opportunity in Miami-Dade, Broward and Palm Beach counties.
  • Conducted a deep dive on the psychographics and media preferences of MCB’s target audience.
  • Developed and placed a multi-media campaign that included traceable mechanisms such as QR codes and a 800#.

Results

  • 12M+ impressions generated!
  • Unprecedented number of calls generated to open new accounts or inquire about the various MCB products.
  • Positive online trending in both the microsite and MCB site.

The success of the Spring 2011 campaign led to the implementation of two additional campaigns:Fall 2011 and Spring 2012.