Citizens

DIGITAL HELOC CAMPAIGN

concept  |  branding  |  social + digital media

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

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. A creative challenge given was to develop attention-grabbing visuals, through eye-catching imagery, 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 a bold layouts to break through social media feed clutter while maintaining 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.