CHALLENGE

MAVERICK worked closely with the CIBC to launch SmartBanking™ for Business (SBB), a digital banking platform for small business clients, bookkeepers, and accountants. The challenge was how to stand out in a crowded market.

The launch was tailored to spread awareness to two audiences:

• Tax experts who work with small business clients (accountants, bookkeepers, and financial advisors).

• Entrepreneurs, small business owners, sole proprietors, and savvy consumers.

SOLUTION

MAVERICK developed a storytelling narrative through earned media, strategic partnerships in the CPA space, and influencer relations. We approached the story based on work-life balance and the common struggles small business owners face.

We curated an intimate dinner with 30 accounting firm partners on the 56th floor of CIBC. The goal was to create a feedback loop for a more responsive product while also having an exclusive and engaging experience.

RESULTS

• 237 social and media hits for 19,492,023 impressions.

• 42 media articles were published.

• The hashtag #CIBCSmartBanking was shared across 194 posts.

• We partnered with six lifestyle/small business influencers to develop 45 pieces of social content.

• CIBC participated in 6 events across the country in the accounting and bookkeeping space.