Work That Sets Us Apart

Reach out to Citibank customers in a meaningful way to drive engagement and spends.

Customers’ attention spans are dwindling. Traditional media channels are unable to hold their interest any more. So, the key to engaging with our customers was to find out where they were spending their time. We undertook a data-driven approach and studied their content consumption behaviour. The result was emphatic –more Citi customers were on social media than ever before. A 5X jump in video consumption, with 8.5 hours of content consumed every month, led us to adopt a ‘Video First’ approach to reach out to them. Read on to find out how we leveraged it.

In order to maximise reach, we targeted customers across multiple touch points, all through intelligently crafted and platform-friendly videos. Our content was tailored to drive spends, explain processes in the simplest possible way, scale up acquisition and reinforce Citi’s value proposition. With 2 videos every week, we ensured continuous customer engagement.

A post campaign brand study revealed that we achieved: