Financial Services Marketing

Financial Services

  • Financial Services
  • Integrated Marketing
  • Hispanic Marketing

In 2015, a financial services company asked PACO Collective to help them increase consideration among Hispanics by marketing its flagship credit card.

Challenge

Due to predatory lending laws, the brand originally intended to speak to all Hispanics. However, PACO recognized the danger in trying to speak to everyone at once is speaking to no one at all – and as a result, felt it was important to tailor messaging based on the unique needs of the Hispanic audience even if the media targeting could not be as specific.

Solution

PACO leveraged several research resources to define the Hispanic targets most predisposed to the brand – knowing that demographics alone weren’t enough given the complexity of today’s fluid identities. We applied several filters including generation, acculturation, language preference, financial health & outlook, as well as spending behaviors & beliefs to understand what influenced Hispanics to get a second credit card. We developed a creative idea that leverages a uniquely Latino insight that there are many firsts experienced while perusing the American Dream. This aligned well with the brand which was first to market with many of their products and services. We called it Primero.

Result

We successfully created and launched a test campaign that beat their champion creative.

PACO successfully moved the conversation about Hispanic marketing forward within the organization.

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