Mi Banco
First Financial Center Campaign
My Role: Lead Digital Strategist and Lead Digital Designer
Team:
Graphic Designer: Enrique Fuentes
Marketing Manager: Joao Duque
Community Manager: Tannya Chavez
Additional Credits:
External Film Production Crew
External photographer
Timeline: 3 months
One project I’m especially proud of is leading the digital marketing and design strategy for Mi Banco’s first financial center—an important milestone for the organization.
I collaborated with a cross-functional team, including the marketing manager, a graphic designer, a community manager, and an external production team responsible for filming the ads and photography. As the digital marketing strategist, I played a key role in developing a six-month marketing and design strategy, ensuring all materials aligned with the brand’s identity and objectives.
From concept to execution, our team selected the models, developed the creative direction, and validated every scene of the ad. In-house, we designed and produced all campaign assets, resulting in a powerful, high-impact launch across billboards, newspapers, social media, Google Ads, radio, and television.
The campaign exceeded growth expectations post-launch, significantly increasing digital engagement and brand recognition, according to executive leadership. As the digital strategist, I owned the keyword research, channel planning, and budget allocation. Full performance data was managed by the marketing team. This project reflects my ability to merge strategy, creativity, and collaboration to drive meaningful results.
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Mi Banco was opening its first-ever Financial Center, a milestone for the institution and a significant moment for the brand. The goal was clear: increase trust in Mi Banco through the strategic positioning of this new space, drive physical and digital traffic to the new location, and use the launch to reinforce the bank's identity as the Salvadoran bank, close to its people.
The campaign tagline we developed captured it perfectly: "A new space to continue doing what unites us."
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I led the digital strategy and digital designs for the campaign end-to-end, working as part of a cross-functional team that included a marketing manager, graphic designer, community manager, and an external film production crew responsible for the TV ad.
My ownership covered everything from the digital section forward: audience research, channel strategy, conversion funnel design, social media planning, Google Ads and keyword research, Waze advertising, event invitation design, and budget planning.
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Before designing anything, I needed to understand who we were talking to and what they needed to feel. I developed two audience profiles for the campaign, a digitally active professional aged 22 to 35, and a financially motivated individual looking for accessible banking solutions. Both were reachable through digital channels and motivated by trust, convenience, and community.
The communication structure was built around three pillars: positioning the Financial Center as a differentiator, using the marketing mix to reach audiences at every touchpoint, and deploying undifferentiated marketing to maximize reach during the launch window.
I designed the full digital conversion funnel: attract through social media and influencers, capture leads through forms and direct messages, convert through personalized advisor contact, and retain through exclusive promotions and loyalty programs.
THE KEY VISUAL
After several rounds of cross-functional meetings, we aligned on the campaign message: "A new space to continue doing what unites us."
From that agreement, the graphic designer developed the master key visual, a night photograph of the Financial Center building paired with the campaign headline, the Mi Banco logo, and a consistent footer system including the QR code, address, phone number, and website.
That key visual became the anchor for every digital asset that followed. Every format, from social media posts to Google Display ads to the digital invitation, was built from this foundation, maintaining the same logo treatment, footer structure, and visual language to ensure brand consistency across every touchpoint and every screen size.
THE CHANNELS
The digital campaign ran across six platforms, each with a specific objective:
Facebook drove traffic to the website and generated product inquiries around the four core services.
Instagram built community engagement through influencers, stories, and trending content formats.
LinkedIn positioned Mi Banco as a sustainable, forward-thinking institution.
TikTok humanized the brand through employee stories and organic influencer content.
Waze placed location-based ads directing drivers to the Financial Center in real time.
YouTube and Google anchored brand awareness through the TV ad, a virtual tour, and an introductory video.
SMART goals were defined for each phase of the campaign, including measurable targets for follower growth, engagement rate, and website traffic to the services page, tracked across a March to August timeline.
SOCIAL MEDIA
The key visual system translated directly into social media, maintaining the same building photography, campaign headline, and brand identity across every post. I wrote the copy for the campaign posts, including the inauguration announcement, which invited the community to join the opening event live through the bank's digital channels on Facebook and Instagram.
The livestream was a deliberate strategic decision — it extended the physical inauguration event into a digital moment, allowing customers across El Salvador to participate regardless of location. Every post, caption, and call to action was written to feel warm and accessible, consistent with Mi Banco's tone as the bank that feels close to its people.
GOOGLE ADS
I researched and planned the Google keyword strategy, analyzing estimated clicks, impressions, CTR, and cost per click across key terms. The campaign was structured across desktop, mobile, and tablet segments, with mobile representing the highest volume opportunity.
ART DIRECTION AND PHOTOGRAPHY
The photography was one of the most critical decisions in the entire campaign. Every image had to work strategically. The building needed to be the main character, but the people, the spaces, and the activities shown had to directly map to the keywords and services I was targeting in our digital strategy.
I worked alongside the marketing manager in an art direction role throughout the entire production process. We selected the models in-house, defined what each scene needed to communicate, and were present on set every single day to make sure the visual storytelling aligned with the campaign strategy. Some days that meant arriving at 4 am to capture the building at the right light. Every shot was intentional.
The result was a photography system that worked across every format: the newspaper full spread, the billboard, the social media carousel, the digital ads, reels, and the event materials. The same images, the same story, adapted to every surface. Check a few examples below!
THE EVENT
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Livestream
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Event
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Event
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Table numbers
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The team
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Instagram filter
RESULTS:
The campaign exceeded growth expectations post-launch and earned executive approval at every stage. The launch event generated coverage across major national television networks, radio stations, and newspapers simultaneously. The Financial Center opening was positioned as a brand milestone, reinforcing Mi Banco's identity and strengthening its credibility with both existing customers and new audiences.
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This project was the most complex and complete campaign I had ever led at that point in my career. What I'm most proud of is the integration: every channel, every asset, and every message was connected to the same strategic goal. The design didn't just look good on screen; it lived on billboards, in newspapers, on Waze, in people's inboxes, and at a physical event. That kind of end-to-end thinking is what I bring to every project now.