“The year-long campaign generated over 30 million impressions and increased the number of Wells Fargo news placements by more than 300 percent”
Wells Fargo was expanding its global remittance services, ExpressSend, to eight new countries in Latin America and to additional outlets throughout Mexico. Despite its position as one of the four largest banks in the United States, Wells Fargo had little name recognition among the U.S. Hispanic population in comparison to its top competitors.
The company wanted to build awareness of its services and highly competitive money transfer rates with a news-generating product launch. As the first U.S. bank to offer such extensive remittance services at competitive rates, Wells Fargo was primed to make a big splash in this arena while building its name recognition in Hispanic markets.
Crosby~Volmer worked to develop a comprehensive and strategic media relations strategy for the ExpressSend launch campaign using a two-fold approach. Our team targeted U.S. Spanish-language media outlets as well as Latin American news outlets throughout the nine countries benefitting from the expansion of Wells Fargo’s global remittance services.
Crosby~Volmer was able to generate over 30 million impressions in the year-long campaign and increased the number of Wells Fargo news placements by more than 300 percent. Media placements in top-tier outlets including CNN, Univision and Reuters created a cascade effect among smaller publications, and the campaign benefited from significant international coverage as well. Continued strategic media outreach facilitated relationships between the news media and Wells Fargo, and resulted in increased name recognition among the U.S. Hispanic population for both the ExpressSend product and the company’s general banking services.
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