Citizens Bank
Banking 💸 Digital Advertising
Grabbing eyeballs for Citizens’ M&A Outlook Campaign
Capturing the attention of busy execs
PROBLEM
Citizens Bank has redefined itself as a knowledge powerhouse in the corporate banking space. One of their most successful thought leadership pieces every year is The M&A Outlook. When executives read it, they love it. The problem is getting them to read it.
SOLUTION
My approach to this project was to avoid anything fancy or overly “creative” and go for a straightforward and simple approach to the copy. Hit on buzzwords these executives will have top-of-mind right now and keep the copy tight.
RESULTS
Results were impressive, both with award judges and the numbers on the ground. A sizeable portion of the target audience engaged with the report and the ads resulted in more than double industry-standard click-through rates.
5,000+ executive leads generated
240% industry average CTR
2020 Gramercy Institute FCMA Awards - Best Investment Banking Campaign
