SUCCESS STORY
Popular
Popular, Inc. is a publicly traded, full-service financial services provider in the United States, Puerto Rico, and the Virgin Islands. Popular, Inc. is one of the 50 largest U.S. banks by assets. Popular Bank is the U.S. banking subsidiary of Popular, Inc. They operate in the U.S., with branches in New York, New Jersey, and South Florida, as well as Puerto Rico and the Caribbean.
The Challenge
Popular Bank experienced a two-year hiatus from all media activities, which led to a significant 10% drop in unaided brand awareness and a 4% overall decline in deposits. Recognizing the need to reverse these trends, the bank enlisted the expertise of DCW Media to craft a compelling case for the board of directors, emphasizing the value of reinvesting in top-of-the-funnel media strategies.
The Approach
Our initial approach concentrated on revitalizing the South Florida market, targeting key demographics and deploying a media mix designed to rebuild brand awareness and stimulate deposit growth. This strategic initiative aims not only to regain lost ground but also to position Popular Bank for sustainable, long-term success in a competitive landscape.
- Billboards within a 5-mile radius of each branch
- Bus Advertising paired with radio ads to target commuters
- Time and temperature sponsorship with the local broadcast networks
The Results
68%
Increase in Florida-based users
79%
Increase in website visitors in Florida
24,000
Increase in engaged sessions
