Citibank + GCF

CAMPAIGN

For the last 7 years, Citi has partnered with the Global Citizen Festival (GCF), an event in Central Park that brings together top music with world leaders to make commitments toward health, gender equality, education, eliminating poverty, and other social issues. Guests earn their tickets by taking a series of actions to effect change around the world.

In keeping with a festival built on individual actions, we created custom content celebrating festival attendees. By showing off their involvement, we were able to In addition, we partnered with two digital influencers to amplify Citi’s presence onsite, humanizing the financial services brand and exposing to the partnership.

goals

Generate awareness of Citi + Global Citizen Festival partnership; drive brand favorability.

audience

Citi identified their target demographic as Progress Makers - young, ambitious, optimists, who are passionate about new experiences. They are actively looking for opportunities and are tapped into the latest cultural trend or experience. They gravitate toward cities. Money is critical to drive experiences but it is not their sole focus in life.

With these guidelines in mind, we pursued Music Festival Fans:

• Fans of artists participating in GCF

• Consumers with a demonstrated interest in social impact

• New York City-area Geo-Targeting

MY Role

I developed a conceptual narrative, identified and vetted influencers, worked directly with production teams and influencers onsite to capture and edit content, and worked lockstep with P1T (paid media agency) to whitelist influencer posts for Citi.

RESULTS

Following this campaign, Citi launched an enhanced/global 3-year partnership with GCF built around shared efforts in Sustainable Finance & Innovation.

Increased engagement rate, year-over-year.
Exceeded all benchmarks by more than 100%.

9 Posts:

• 1,709,163 Impressions

• 480,212 Engagements

• 28.10% Engagement rate