Creating valuable content that connects with customers and prospects

As the Creative Content Strategist at Citizens Bank, I was responsible for creating content that connected to the passions of our customers, prospects, and colleagues by leveraging real-time and relevant topics. 
Below are a few examples that showcase the visual representation of how this comes to life and the evolution of the brand tone and visual expression for the social space.
The campaign to promote the new rate quote tool for Education Refinance leveraged short videos and static versions. This test ran across Facebook, Instagram, and Twitter to answer the question if video or static would perform better to drive people to check out the rate quote tool. 
The content not only tied to psychographic data about the target audience but also tied into some key seasonal dates, including the Super Bowl and March Madness.
While not ground-breaking, this was a first for this type of content for the brand. 
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