Image Provided by CitiThe Insights
- The new Citi advertising campaign features client successes from the World Food Programme and Chewy, while an on-screen call to action encourages donations.
- The campaign targets a B2B audience by positioning Citi as a client-centric financial services partner.
- With its comprehensive strategy, Citi connects emotionally with audiences, celebrates client achievements, and drives brand impact through multiple channels, including LinkedIn, TV, newsletters, social media, and sponsorships.
Citi has just launched a new advertising campaign that shines a spotlight on client success stories from the World Food Programme and Chewy. The campaign features an on-screen call to action, encouraging viewers to contribute donations and support the vital work of the brand.
The Citi Client Stories campaign aims to celebrate the successes of Citi’s clients and partners, highlighting Citi’s role in their achievements. The campaign positions Citi as a client-centric partner capable of enhancing its clients’ performance and returns, aiming to stand out in the Financial Services category.
The target demographic for this advertising campaign is the B2B audience. It aims to highlight how Citi’s five interconnected businesses—Services, Markets, Banking, Wealth, and U.S. Personal Banking—work together to deliver exceptional results for their clients.
Tina Davis, Head of Enterprise Marketing and Brand Engagement at Citi, outlined the strategy for their latest campaign. She explained that it has three objectives: to connect emotionally with audiences through distinctive, simplified, and emotive storytelling; to celebrate Citi clients and partners in a way that sparks interest and curiosity; and to drive brand impact to create a more favorable selling environment for Citi’s products and services.
“As a global bank, our mission has always been about enabling economic progress and serving our local communities, which puts us in a strong position to stand for important issues and catalyze change,” said Davis. “Food insecurity is one of the largest barriers to economic progress globally.”
LinkedIn is a key platform for reaching Citi’s B2B audience. Currently, posts featuring the Chewy and World Food Programme ad spots are live on Citi’s LinkedIn page. Notably, its WFP announcement post achieved three times more views and five times more engagements compared to Citi’s May benchmarks according to Davis. The post has over 1500 different reactions.
In addition to LinkedIn, Citi targets its B2B audience through a variety of channels including linear and streaming TV (OTT), newsletters, social media, and high-impact digital advertising. However, the specific allocation of the advertising budget for this campaign remains unclear.
Moreover, Citi is leveraging its advertising and sponsorship assets to help drive donations to the World Food Programme, kicking off this effort with a $200,000 contribution. One example of this initiative is the text-to-donate call to action featured in the TV ad.
As part of Citi’s sponsorship of the Aston Martin Formula One Team, Citi also shared its sponsorship space on both of their race cars with the World Food Programme during the month of May, covering races in Miami, Imola, and Monaco to drive awareness.
Citi is further working to drive donations to the World Food Programme through its recently launched sweepstakes. Fans can enter for a chance to win a trip to the United States Grand Prix in Austin, TX, in October by making a donation to the WFP from now until September 3rd.
“Citi’s unique global footprint in 190 markets allows us to help address issues in a way that other banks simply can’t,” said Davis. “We are proud to use our platform for the World Food Programme given our shared commitment of tackling the growing hunger crisis worldwide.”
