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Fifth Third Bank
Commitment to Media Inclusion
Fifth Third's Commitment to Media Inclusion

Fifth Third was dedicated to delivering its mortgage products to all audience members despite growing restrictions and social media challenges.

Empower went to work with an “out with the old, in with the new” mentality for a contextually relevant campaign. This placed Fifth Third’s products in spaces relevant to underrepresented audiences, including minority-owned publications, Pandora geotargeting, programmatic and native behavioral placements, and a unique partnership on Twitter.

Fifth Third saw an 8% lift in brand awareness, 37 million impressions, and 18,000 landing page visits. Empower’s DEI team was also invited to meet with Fifth Third’s diversity and inclusion staff to continue their shared efforts of inclusion across all communities.