EagleBank
Integrated MarketingMedia Strategy
Business banking advertising is a sea of sameness: stock-photo handshakes, skyline shots, and interchangeable promises of “partnership.” EagleBank, a Washington, D.C. commercial bank whose products rival the national giants, was being dismissed as a small, boutique community player. With a new President & CEO arriving, the bank needed to be unmissable in its own backyard. Grafik’s answer: stop describing the bank and start embodying it.
We brought EagleBank’s namesake to life as an animated brand character, with the integrity of a banker and the presence of a mascot, and gave him a new regional platform: Proudly Local.
In a category where no competitor has a face, EagleBank suddenly had the most recognizable one in the market. The eagle became the anchor of a complete regional campaign, giving every channel, from out-of-home to streaming video, a single character to rally around.
Turning a transition into a moment
The campaign launched alongside the arrival of EagleBank’s new President & CEO, turning a leadership transition into a full brand moment. We took over the Bethesda Metro station beneath the bank’s new headquarters, wrapped buses across the region, and brought the eagle to local business owners through Small Business September activations.
Everywhere the eagle landed
Beyond the street, the eagle showed up wherever the region’s business decision-makers read, watch, and scroll: the Washington Post, Washington Business Journal, and Washington Informer, plus Connected TV, streaming audio and video, LinkedIn, and Meta. All of it ran on a media foundation Grafik had already restructured for performance.
Outcome
The campaign was built on a restructured media foundation that had already improved Google Ads CTR by 239% and cut cost per conversion by 35%. The new creative’s first flights delivered immediate CTR lifts across B2B channels, branded search growth of over 400%, and above-benchmark engagement everywhere the eagle landed. Proof that the Bs in B2B don’t stand for boring, and that a community bank can out-brand the big guys.