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Special Project

Special Project
From the 15th Annual Shorty Awards

Bank of America L'ATTITUDE Partnership

Entered in Multicultural Community Engagement


Bank of America was the presenting sponsor at L’ATTITUDE 2022. This was the 5th anniversary of the event that brings together Hispanic-Latino business owners, employees, and others to celebrate success and discuss the way of the future—this year it was hosted in San Diego, California. Bank of America continues to prioritize diversity and inclusion among teammates, clients and within local communities. While being the presenting sponsor at this event, we had sales associates leading our booths at the expo hall as well as executives and management team members participating in important panel discussions throughout the week.


With our social media team at L’ATTITUDE, our goal was to highlight Bank of America’s support of the Hispanic-Latino community as well as capture real-time social content to produce timely posts featuring executives and partners participating in impactful panel discussions.

Strategy and Execution

Before L’ATTITUDE 2022 kicked off, we had pre-planned content to post during the week as it related to the Hispanic-Latino community and Hispanic Heritage Month– including a feature on our employee resource group, Hispanic/Latino Organization for Leadership & Advancement (HOLA), our Hispanic-Latino small business owner resources, partnerships, and insights from Head of Business Banking, Raul Anaya, who was present and active at the event. The focus of this content was to show the larger picture around Bank of America’s support for the Hispanic-Latino community.


The most important step in bringing this project to life was the on-the-ground aspect. By leveraging a live-feed in an on-site Bank of America meeting room, capturing insights from panel discussions and sessions throughout the week, we had the opportunity to post in real-time at this event for our enterprise channels to bring our audience along the journey.


Our first round of on-the-ground coverage featured President, Merrill Wealth Management, Andy Sieg as he presented the opening remarks with the L’ATTITUDE co-founders. We also featured Head of Retail, Preferred and Small Business Strategy, Sofia Santos as she participated on a panel around powering Latina leadership. To make content more interactive, we posted a LinkedIn poll asking followers “How many Hispanic-Latino clients we serve?” This poll received over 6K replies and about 70% of respondents were correct and answered 13 million. One of the most successful on-the-ground pieces we captured was a teammate image which was used to close out the week at L’ATTITUDE 2022 as this post performed above engagement rate benchmarks on Twitter and LinkedIn.


To bring content to life as quickly as possible, we had a content team, creative team, and approval team supporting around the clock. We used a strategic mix of pre-planned and live content to demonstrate our ongoing commitment to the Hispanic-Latino community. Content went live in a timely manner and many pieces outperformed engagement rate benchmarks. The 15 posts resulted in 624K impressions and 18.5K engagements.


Our goal was to demonstrate our commitment to the Hispanic-Latino community through our ongoing focus on diversity and inclusion. By producing a mix of on-the-ground and live coverage we did just that. The 15 posts resulted in 624K impressions and 18.5K engagements and more than half of the posts performed above engagement rate benchmarks. As an organization that continues to prioritize diversity and inclusion at our company and beyond, these events give us an opportunity to highlight our diverse teammates, programs and ongoing efforts across our social channels.


Entrant Company / Organization Name

Bank of America


Entry Credits