Our target audience, UpMarket Millenials, already understood the importance of saving money. But with inflation and burnout at an all-time high, we wanted to avoid our National Savings Day campaign feeling like just another burden.
My campaign, Celebrate the Reasons You Save, swooped in with a warm drink and a friendly reminder to stop, breathe, and reflect on the priorities that undergird our audience's savings goals.
took the audience back to the beginning of their financial journey.
made the audience's WHY our campaign hero.
―Marketing Director at Capital One