How U.S. Bank Reached the Right Audience, the Right Way
Campaign Overview
U.S. Bank set out to amplify brand awareness and consideration among the Asian American community, a fast-growing and digitally active audience segment in the U.S. The goal was to show up meaningfully in the right cultural and digital contexts.
To achieve this, IncrementX deployed a highly strategic and performance-optimized campaign designed to balance scale with efficiency, ensuring the bank’s messaging was delivered to relevant audiences across high-performing websites without compromising consistency or cost control.
Objective
The campaign was built to increase visibility and digital engagement among Asian American consumers by reaching them on platforms they trust and frequent. From the start, the strategy was to maintain campaign consistency, control media costs, and optimize creative delivery while keeping U.S. Bank’s message culturally aligned and highly visible across priority cities.
Challenges
- Audience Relevance: Ensuring hyper-focus on Asian American communities without diluting reach.
- Market Prioritization: Identifying which metro markets to lean into for the most meaningful outcomes.
- Efficiency & Optimization: Keeping delivery consistent while making real-time adjustments to maximize value.
Execution
IncrementX rolled out a targeted digital display campaign across trusted, premium websites, optimizing for audience density, creative performance, and site quality. Key cities were prioritized, and spending was strategically managed to maintain both frequency and reach.
Audience Strategy:
- Focused exclusively on Asian American consumers across select U.S. metros with high engagement potential.
- Avoided low-performing traffic by refining placements and targeting parameters throughout the campaign.
Geographic Focus:
- Concentrated spend in cities with high Asian American population density and historical engagement success.
- Supplemented reach through additional cities while maintaining a tight grip on delivery quality.
Creative & Site Optimization:
- Multiple creative assets were deployed, but one clearly outperformed others in terms of engagement and click-through rates.
- Budget was shifted mid-flight to prioritize top-performing creatives and higher-impact placements.
- Sites were selected and refined based on click behavior, dwell time, and contextual alignment, not just traffic volume.
Results & Impact
Culturally Aligned Engagement
Smart Media Buying
Creative Effectiveness
Cost Control with Scale
For U.S. Bank, this meant a campaign that was built on intelligence, optimized in real time, and delivered with consistency. The result? Brand visibility that felt authentic, performance that stayed efficient, and engagement that truly mattered.