JElena Group rethinks ways to educate Latino consumers. Working with Wells Fargo, we developed an award-winning financial education campaign to help educate and share vital financial education information with Latino consumers. We took financial information and made it digestible so consumers could learn to take control of their finances.
Underscoring Wells Fargo’s commitment to this audience, we drove sales by educating Hispanic customers vs. just telling them what to buy. Establishing a network of media trained financial experts and collaborating with community partners delivered authentic messages.
Ongoing media success led to a broader, year-over-year Hispanic financial education program that helped build the bank’s reputation and attracted new Hispanic customers. Today, 50% of new Wells Fargo households are Hispanic, and more than 50% of first-time home mortgages go to Hispanics.
Our campaign with Wells Fargo received top industry recognition as a 2013 Public Relations Society of America (PRSA) Silver Anvil Award winner for the Multicultural Campaign of the Year.