Citizens

FINANCIAL LITERACY MONTH CAMPAIGN

concept  |  branding  |  digital + social media

My Roles: Concept, Video Art Direction, Design, Social Animation, and Production
In Collaboration with Lead Copywriter: Brian Fudge.

YouTube Video Shoot and Editing:
Video Script, Brian Fudge. Greenhouse Video team: Ion Sokhos, MC, Alex Champoli, and Katie Covino (Video Editor and Animation), and Colleague talent

Challenge & Opportunity

Citizens launched a multi-channel campaign for Financial Literacy Month to position the bank as a trusted advisor. By pairing high-value educational content with an expansive digital strategy. The campaign addressed consumer financial anxiety while driving awareness and organic visibility to Citizens dotcom learning article

Strategy & Leadership

In a digital environment, we created long-form videos demystifying complex money management, supported by short-form YouTube Shorts and IG Reels to capture high-intent organic search and social traffic. Customized paid amplification (Reddit) focused on that audience, as well as other targeted social placements to drive traffic to dotcom learning hubs.

Business Results

Reddit outperformed 12-month LOB baselines across CPM, CPC, and CTR. Carousel creative proved most effective, driving a $1.08 CPC (vs. $1.59 baseline) and 0.48% CTR (vs. 0.42% baseline). Visitors averaged 03:56 on-site, with Reddit traffic spending 04:39 on page—outperforming both mobile app placements (03:31) and overall deposit baselines (03:03).

Validated a high-performing video and distribution model that expanded Citizens’ digital footprint across emerging channels (YouTube Shorts/Reels) while strengthening customer acquisition and brand trust. The YT Shorts each have 200K+ views.

YouTube Long-form

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YouTube Shorts

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