Comerica Bank
001
Introduction
Client
Comerica Bank
Year
2026
RANDOM rebuilt Comerica's Small Business of the Game as a vertical-video series spotlighting real small business customers, driving a 1,212% increase in Instagram views per post versus standard Reels.
Comerica Bank is one of the 25 largest commercial banks in the country, with deep roots in Dallas, Detroit, California, Florida, and Arizona. Its small business customers are the story most banks never tell well. The series was built to change that, on the platforms where those customers and their peers actually scroll.
001
Introduction
Client
Comerica Bank
Year
2026
RANDOM rebuilt Comerica's Small Business of the Game as a vertical-video series spotlighting real small business customers, driving a 1,212% increase in Instagram views per post versus standard Reels.
Comerica Bank is one of the 25 largest commercial banks in the country, with deep roots in Dallas, Detroit, California, Florida, and Arizona. Its small business customers are the story most banks never tell well. The series was built to change that, on the platforms where those customers and their peers actually scroll.
002
Challenges
Most financial services social content is built backwards. It starts with a brand message, then tries to squeeze a customer into it.
The category defaults are big logos, stock footage, and words like "empower" and "dedicated partner" that mean almost nothing to the small business owner watching. The work needed to flip that order, put the customer's story first, and do it without ever shooting a single studio interview. Every piece also had to move through legal, compliance, and brand review without losing the voice of the person on camera.
002
Challenges
Most financial services social content is built backwards. It starts with a brand message, then tries to squeeze a customer into it.
The category defaults are big logos, stock footage, and words like "empower" and "dedicated partner" that mean almost nothing to the small business owner watching. The work needed to flip that order, put the customer's story first, and do it without ever shooting a single studio interview. Every piece also had to move through legal, compliance, and brand review without losing the voice of the person on camera.
003
Results
1,212% increase in Instagram views per post vs. other Reels. 3.7x more effective at driving new followers vs. standard content. 20,000+ Instagram reach on a single post, outperforming every other post on the channel in 2025.
Ten months of consistent output across Instagram, Facebook, and LinkedIn, with every business featured an actual Comerica customer. Stories covered retail, hospitality, food and beverage, professional services, and community-based businesses across Comerica's footprint. LinkedIn impressions averaged 1,596 per post, up 4.1% year over year. All of it delivered without any added paid media or production budget.
003
Results
1,212% increase in Instagram views per post vs. other Reels. 3.7x more effective at driving new followers vs. standard content. 20,000+ Instagram reach on a single post, outperforming every other post on the channel in 2025.
Ten months of consistent output across Instagram, Facebook, and LinkedIn, with every business featured an actual Comerica customer. Stories covered retail, hospitality, food and beverage, professional services, and community-based businesses across Comerica's footprint. LinkedIn impressions averaged 1,596 per post, up 4.1% year over year. All of it delivered without any added paid media or production budget.
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