Leading Financial Services Company’s Innovative Approach to Building Trust and Growing Sales with Hispanic Consumers

The Challenge

A leading financial services company needed to improve its overall brand health and advocacy with Hispanic consumers. 

It worked with Collage to understand the role Spanish language played in connecting with Hispanic consumers – so it could create user experiences that built trust and ultimately evolved into Brand Love.

The Solution

Collage’s fluen.ci data, curated content support and CultureRate:Ad testing gave the financial services company a deep understanding of the importance of language for Hispanic consumers. Data and insights in hand, the company created the first and only Spanish-language AI and voice assistant in its financial services sector, seizing the untapped opportunity to create a new tech product with cultural fluency at its core. To promote the new AI and authentically connect with Hispanic consumers across generations, the company produced ads and content to drive relevance and resonance towards its brand and product – without specifically mentioning either. This culturally-resonant storytelling paid off with a:

• 13% increase in brand awareness
• 10% increase in brand consideration
• 22% increase in favorability 
• 12% increase in future purchase intent

The Process

fluen.ci (SM) data showed the financial services company had some of its highest Brand Love among Bicultural Hispanic Millennial and Gen Z consumers. However, the only group where it lagged in awareness was Heritage Leaning Hispanics. Why did this gap exist, and how could the company bridge it?

Collage’s insights illuminated the “why” behind these consumers’ behaviors and decisions, and the company used these insights to innovate a solution to its pain point. The bank built a first-of-its-kind Spanish-language AI assistant. Collage consulted the bank as it built the AI, providing insight into how to best use Spanish to authentically connect with consumers, and the importance of language in creating positive experiences and memories.