Citizens

DIGITAL HELOC CAMPAIGN

concept  |  branding  |  social + digital media

Challenge & Opportunity

Citizens launched a digital acquisition campaign targeting homeowners (ages 35+) with strong credit and borrowable equity to drive Home Equity Line of Credit (HELOC) originations. The primary obstacle was consumer friction around interest rate volatility, closing fees, and information overload. And a creative consideration given was to develop attention-grabbing visuals – be through eye-catching imagery, graphic design, or copy that’s fun, interesting, or unexpected.

Partnering with a lead copywriter, we developed a performance-driven paid media campaign that positioned Citizens HELOC (and its Citizens FastLine) as the smartest, fastest, and most cost-effective way to fund major life goals.

Strategy & Leadership

With a copywriter, simplified complex financial concept such as rate drops, lowered promotional interest rates, and zero closing costs into bite-sized, high-converting creative concepts. Designed, animated, and produced a campaign of paid digital assets, including animated Meta/Instagram Stories, Reddit, Meta static and animated posts, and multi-size display banners.

Pushed visual and conceptual boundaries utilizing eye-catching motion design, dynamic typography, and bold graphic layouts—to break through social media feed clutter while maintaining strict financial compliance and brand integrity.

Business Impact & Strategic Value

Targeted high-intent borrowers likely to draw balances within 90 days, fueling long-term customer lifetime value and cross-sell potential across Citizens’ portfolio. The journey from digital media takes the viewer to learn more and apply for a HELOC using Citizens Fastline.

My Roles: Concept, Design, Social Animation, and Production
Collaboration with Lead Copywriter: Mike Santopietro