CHALLENGE
CTB is the oldest Black-owned bank in the
United States. In 1921, Mr. Heman Perry was
turned away from buying socks at a white-owned store in Atlanta. This moment of
discrimination gave him the idea to start a bank for the Black community,
providing equal access to wealth to buy homes and start businesses. It’s among
the most compelling origin stories we’ve heard, yet too few people knew about
CTB.
INSIGHT
Although
they’ve been serving communities since the early 1900s, they were one of the
best-kept secrets in the industry – and their home market of Atlanta. We were
engaged to help them launch their first-ever brand campaign, and also recommend three creative
agencies that would suit their needs to invite to a pitch (which we also
managed).
STRATEGY
We
helped “City Strivers” in need of a different type of banking relationship
rethink the usual big banks by signaling a change in the marketplace,
supporting them on their wealth journey, and communicating the virtuous cycle
of the bank helping consumers help the community.
The
campaign included broadcast TV, Cable, CTV, Online Video, Social, Display, and
Search.
RESULTS
Site traffic increased 335% Online Deposit applications were up 17%, and online accounts opened
rose 44% year over year
New accounts were opened across 14 states, showing strong geographic
expansion driven by campaign engagement
"A true partner in bringing our brand to life."
