Citibank asked us to create social content touting the many travel benefits of their redefined Premier card. And half a million YouTube views later, awareness was up nearly 20%.
Using our proprietary search model, we began by identifying a roster of social storytellers that would fit the Citi brand and cover our key markets: San Francisco, New York, DC and Los Angeles. We then shot a four-part video series with an affluential storyteller from each market. Promoted throughout the social web, the videos captured real stories about commuting, seamlessly providing ways to earn 3x the points on everyday travel — from gas to ferry passes and metro card purchases, as well as tips, tricks and hacks to find delight in the otherwise mundane habit of getting to and from work.
The series unfolded on Citibank’s YouTube channel and Facebook page, providing key content for the brand’s paid social media campaign. The videos were also celebrated widely by our featured commuters on their personal channels, and Citi touted the content in sales training meetings—using the videos as a key tool to promote and differentiate Citi ThankYou® Premier product offerings.
After all was said and done, the videos drove a 19.35% lift in card awareness which was 61% higher than the financial services average.
Work + News
Vaccination: our state’s best shot
As reported in AdAge and Adweek, DC was awarded the state’s $40 million campaign to bolster public confidence in Covid-19 vaccinations. And work is already underway on this critical effort.
The spots are animated. The struggle is real. True tales of former smokers on the perilous path to quitting.
InnovAsian: The Next Generation
DC is back with seconds of our award-winning, supply-chain-busting InnovAsian Occasion campaign now running on stations across the nation.
Not only did viewers rank the TV spots above those of market leaders Corona and Dos Equis, they gave them the third highest score for any alcohol-related ad that year. Which might be one good reason for a frothy 37% sales increase.
Beautyscape in the Bahamas
Created by DCLA for e.l.f., the fifth installment of the award-winning influencer program is now underway in the Bahamas. And garnering more heat than ever.
SweeTARTS' Be Both is back
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CBS x Alfred Coffee · Emmy Awards
DCLA partnered CBS Studios with Alfred Coffee to reach Emmy voters and garner support for Star Trek: Picard. The timely work tapped into the diversity and inclusion central to Gene Roddenberry’s original vision.
Loyalty or discount program advertising often dwells in the downscale world of the coupon clipper — a turnoff to savvier online shoppers. Our strategy was to present Rakuten as every bit as premium as the brands it offered rebates on.
Even the mild-mannered have something inside that drives them wild. And thanks to StubHub that wild thing is busting out all over.
Gap · Dress Normal
Gap asked us to build consideration and generate trial for their newly launched “Dress Normal” brand platform. Thirty influential Instagram photogs helped us do just that.
This way to health insurance
Today marks the launch of our first campaign for Covered California as part of a five-year, $400-million effort to help all Californians get the health insurance they need.
The “Stirring the Pot” work celebrates Kettle Brand's counterculture legacy and all those that zig when others zag.