Banco Mediolanum
Banking & financial services · Spain · B2C
Banking built on the Family Banker model. We designed and executed their entire digital strategy as a strategic partner.
Build a differentiated digital image in the middle of a sector-wide reputation crisis following the bank bailouts of 2008–2011. Banking had lost public trust. Mediolanum had a different model — the Family Banker, a personal advisor rather than a branch — and needed to communicate it credibly in an environment extremely hostile to any message coming from a bank.
Three simultaneous objectives: branding, social media community building, and recruitment of new Family Bankers.
Strategic intervention across SEM, Social Media, Display, content creation, development, web analytics, social listening, and design. Value-driven content for the target audience on social media, building a distinctive brand voice. Media mix combining branding campaigns and web traffic through a network of three value-content blogs.
The brand language we developed is now part of their audiences' imagination. During the pandemic, Mediolanum's YouTube livestream reached 281K views. Now one of the most engaged banking brands in Spain.