Nydia Sahagun
Wells Fargo Senior Segment Marketing VP, Nydia Sahagun, has announced a social media campaign backing players on Mexico’s national soccer squad, who are set to take part in the 2018 FIFA World Cup in Russia: “We will offer customers unique debit card designs to show support for their favorite national teams” she said. Digitized social media continue to be important channels for the brand because many clients are very active on those platforms. “We see great success whenever we use social media to engage multicultural consumers, as shown by our sponsorship of the Mexican national team.” Wells Fargo is developing a brand campaign to be launched at the end of March. “This integrated Total Market effort will include messages targeting Hispanic, African-American and Asian-American segments. The media mix includes TV, digital/video deployment, radio, social networks and print.” For Black History Month the bank has developed the African-American platform Community Builders, whose goal is to create truly emotional connections with the brand through storytelling. For the LGBT segment, the bank is currently planning the annual Gay Pride community support campaign featuring the Standing Together platform, with a message that will be relevant throughout the year. “We will, however, double down on media during specific national celebrations in June for Gay Pride Season and in October for Spirit Day and other cultural touchpoints that month” Sahagun said.
