Citizens | Financial Literacy Month Campaign

Citizens

FINANCIAL LITERACY MONTH CAMPAIGN

concept  |  branding  |  digital + social media

 

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-first environment, we developed 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.

 

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, and Colleague talent

 

Reddit: Carousel

YouTube: Intro to Financial Literacy Month

 

YouTube: Zero-based Budgeting Strategy

YouTube: Envelope Budgeting Strategy

 

YouTube: 50/30/20 Budgeting Strategy

YouTube: Pay Yourself First Budgeting Strategy

Citizens | Digital HELOC Campaign

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

 

Animated Social Post

Animated Social Post 

Static Social Posts