U.S. Bank Access Commitment
U.S. Bank is on a mission to close the wealth gap in communities of color, focusing on empowerment through financial education, tailored products, and access to capital. But the challenge was how to take this mission beyond mere messaging and platitudes and create a culturally resonant movement.
What we did
Through the Access Means campaign, EGAMI leveraged a range of community voices to inspire Black millennials to take bold steps toward financial empowerment. We crafted a holistic content series that spoke directly to their journey with experiences and stories that made financial growth feel not just achievable, but culturally relevant.

The impact
From 2023-2024, the campaign achieved over 192 million impressions and drove more than 2,000 appointments with U.S. Bank advisors. Clickthrough rates soared, with an exceptional 5.34% on Snapshot, while web traffic to the Access Commitment page jumped by 20%, underscoring the impact of genuine, culture-rooted engagement.
This wasn’t just a campaign—it was a commitment to building generational wealth, celebrating heritage, and moving the community forward. U.S. Bank doesn’t just meet customers where they are; it’s walking alongside them on a path to financial empowerment.
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192 million impressions
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20% jump in web traffic
