Everyone wants financial wellness and success, but no one really knows how to get there.
People are either using short-term solutions that temporarily band-aid the problem, or banking on longer-term plans that just add unnecessary pressure and stress. But none of these are actually helping to alleviate all that pressure and bring true financial wellness in their lives.
So, although the wellness movement is nearly transforming every single industry, it wasn't as pervasive when it came to people's finances.
Which is why Citi decided it was time to take action and flip the script. Instead of focusing on short-term, isolated wins, we would focus on the bigger picture, the full journey, bringing wellness back into financial wellness.
The pressure to do well was paralyzing people from taking the actions they needed to take to be well. Which gave us the perfect opportunity to flip the script. Re-frame the conversation. From an anxious-driven financial journey to a confident and feel-good one. Leading us to developing our unifying strategic platform of: Designed to help you feel well so you can be financially well. A platform that took the performance pressure off, enabling people to feel confident and secure about where they are and where they're going tomorrow. Because we know that when people feel well, they'll just do well.
With that strategy in place, we launched a content partnership with Well + Good, as well as, our Life and Money Content Hub. Within this content series, we featured our very own Yolande Piazza, FinTech's CEO, who gave an instructional, how-to, sans pressure video with actionable steps for every life stage: From what to do in your 20's to what to do in your 50's and beyond. We also had online banners that drove to savings offers aligned with the Retail Bank period, as well as, content on our Life and Money hub that provided supporting financial tips, and that also featured banners that drove to our Citi mobile app.
We created a wave of cultural change. A shift in mindset. From negative, anxious-driven, to positive, confidence-filled. And, our numbers proved it. We garnered over 300K video views from our Well + Good article and 45K page views. Most importantly, we were able to shift the conversation to the positive–from an anxious driven journey to one that was about feeling good and confident, while driving an 8% positive lift in brand preference.
