U.S. Bank
Project: Translators
Amplifying a mission to break language barriers
With a strong belief that language is a form of access, U.S. Bank – a company dedicated to effectively impacting the financial decisions of businesses and consumers – faced the challenge of strengthening and growing its Hispanic target audience.
01The challenge
Following the launch of “Asistente Inteligente”, the first Spanish language virtual assistant of its kind in the U.S., the company was on a mission to continue creating accessible avenues of communication among all communities.
02The solution
U.S. Bank partnered with Emmy-award-winning filmmaker, Rudy Valdez, to highlight the shared experience that 11 million children face through a short documentary, Translators.
Telling the story of a generation
We devised a strategic plan to maximize the impact of U.S. Bank’s partnership with Rudy Valdez to launch the documentary. Our counsel involved a multi-faceted approach that combined talent collaboration and media outreach to secure coverage across broadcast and national media in verticals including consumer, lifestyle, entertainment and multicultural media.
Bringing together this powerful trifecta of an Emmy award-winning director, talent partner who was a translator herself, and U.S. Bank proved to be instrumental in generating buzz and creating authentic connections with a widespread audience. Every earned media conversation opened up an opportunity for folks to share personal experiences, reinforcing the documentary’s relevance while highlighting U.S. Bank’s efforts in creating tools to help break language barriers with their target audience.
03The impact
Closing language barriers and opportunity gaps
Through targeted media outreach efforts, Weber Shandwick successfully secured coverage in top-tier media including broadcast feature segments on CBS Mornings, CNN en Español, NBC News Now and national online features in Variety, Entertainment Weekly, Barron’s, and more – breaking into verticals that traditionally posed challenges for U.S. Bank. The media and social coverage (12B+ impressions and counting) not only raised awareness about the documentary but also highlighted the significance of U.S. Bank’s efforts and tools.
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