Connecting with customers through a roster of brand ambassadors.
M&T Bank wanted our help assembling a team of athletes who make big plays both on and off the field.
These athletes would not only serve as brand ambassadors – helping make financial literacy more human – they’d be given a platform to share their stories and speak to points of advocacy that aligned with M&T Bank’s values.
8.15M+impressions.
9.9%↑increase in followers
Project
Social Media
Sports Sponsorhips
Brand Strategy
Activation
Influencer Marketing
Awards
5 × Buffalo AAA Awards
The four athletes chosen to launch the initiative don’t just represent a range of sports, they champion important causes, inspire change, and connect with their audiences on a human level.
Bold, bold branding.
We wanted to make Team M&T feel exciting – but still approachable. We combined the M&T Bank color palette with bold type and visual elements to create branding that feels athletic in nature. And this branding didn’t just live on social media, it was brought to life through physical swag, including jerseys, backdrops, and PR boxes.
Leveraging nostalgia.
To introduce each member of Team M&T, we created a series of animated trading cards. Each detailed the athlete’s sport, stats, and fun facts. The cards were posted collaboratively to each athlete’s Instagram page, enabling M&T Bank to reach a greater breadth of users.
Engagement through advocacy.
We wanted our audience to get to know each athlete on a more personal level. What’s their story? What are they passionate about off the field? And, most importantly, what point of advocacy truly speaks to them? Our Athlete & Advocate video series allowed viewers to learn all of this and more, and feel even more connected to Team M&T.
Since the launch, we have seen unprecedented engagement. It affords us the ability to authentically talk to our customers about topics that are relevant to them in a human and engaging way.
Jan Liebchen, SVP, Head of Brand Marketing, M&T Bank
Social videos, dropped right on cue.
A key part of our social video strategy was releasing content that coincided with holidays and observances. In Fan or Foul and Financial Flexes, the athletes answer quick-hitting questions (and have fun while doing so).
While M&T Bank has partnered with athletes before, we were able to help up their game with this approach. And that personal touch is what created a new level of visibility for their brand.
