Racial Equity Commitment
Savvy Marketers LLC conducted quantitative and qualitative research among Black, Hispanic, Latino, Caucasian, and Asian Americans, to understand the perceptions and impressions of JPMorgan Chase. The research was used as part of JPMC's $30 billion Racial Equity Commitment campaign.
Based on the research, nationwide campaigns were launched to build positive brand awareness and establish JPMorgan Chase as the leading bank that is focused on making a difference. This effort aimed not only to enhance the lives of their current customers but also to impact the communities they serve.
Positive Brand Perception
- • Quantitative Research &
• Qualitative Research - • Consumer Insights
Advanced Market Research & Consumer Intelligence,
Communication & 360 Campaign Development,
Creative Pre to Post-Production
Understanding Racial Equity Perceptions Across Diverse Communities
JPMorgan Chase needed to build authentic brand awareness across diverse American communities as part of its $30 billion Racial Equity Commitment. The bank required deep consumer understanding across Black, Hispanic, Latino, Caucasian, and Asian American audiences to inform campaigns that would establish it as the leading bank committed to making a difference.
Grounding the Work in Multicultural Consumer Insight
Savvy Marketers grounded the work in rigorous multicultural research, conducting both quantitative and qualitative studies to understand how diverse communities perceived JPMorgan Chase. The insights informed nationwide campaigns designed to authentically reflect each community's experiences while showcasing the bank's commitment to serving the communities its customers call home.
Turning Research Into Nationwide Brand Campaigns
Savvy Marketers created a video showcasing key insights about the Hispanic/Latino community in the United States and its vital role to JPMorgan Chase. Based on the research findings, we launched nationwide campaigns aimed at building positive brand awareness and establishing JPMorgan Chase as a bank focused on making a difference — enhancing the lives of customers while impacting the broader communities it serves.
Driving Positive Brand Perception Across Every Community
The campaigns delivered strong positive brand perception across key multicultural audiences: 95% among Hispanic/Latino consumers, 93% among African Americans, and 88% among Asian Americans. By grounding the work in authentic consumer insight, Savvy Marketers helped JPMorgan Chase position itself as a bank that doesn't just serve communities — it stands with them.
Explore More Work
