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
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