Influential Business Bank Builds Community with Small Business Owners
THE ASK
A leading business bank sought to combat the perception that it was "too big to care" about small businesses. The bank aimed to build a sense of local community around its brand and foster deeper engagement with SBOs than a traditional banking relationship can.
THE IDEA
Ruby developed The Unshakeables, a branded podcast designed to celebrate the courage required to start and run a small business. Each episode featured real -life stories from small business owners across America who overcame unexpected challenges and emerged stronger. Co-hosted by the bank’s knowledgeable and approachable CEO and a seasoned business lawyer, the podcast focused on authentic conversations about real -world experiences with everyday entrepreneurs, rather than with Silicon Valley giants or Wall Street titans. With its genuine conversations, eye-opening anecdotes, and expert insights, the podcast resonated deeply with its target audience and achieved core content scores that exceeded Nielsen norms.
The RESULTS
89%
Respondents who agreed that the brand was a good fit with the content of the podcast, relative to 63% Nielsen norm
71%
Listeners who said that the podcast gave them a more favorable opinion of the brand and made them more likely to use its services
87%
Listeners who stated that the podcast demonstrated the brand supports small businesses
Let’s Build Something Together
Have a project in mind or want to learn more about how Ruby can help your brand find its voice?
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