To make an impact on the student audience, vertical videos on platforms like Snapchat, Instagram Stories and TikTok are a must. But when the creative agency produces horizontal, long-format video, I had to get a little creative. This stacked solution made for a compelling visual experience that held the audience's attention. By showing lots of people across the ads, it reinforced diversity and the sense that lots of people were taking advantage of these benefits (creating a little bit of FOMO).

Full-funnel marketing means knowing that different people in your target audience are going to be at different stages of the funnel, and creatively you need to meet them where they are. I love coming up with original ideas for filters and lenses, which often reach a unique set of Snapchat users who may never see traditional ads.

It's also important to remember the influence parents can have on their kids, especially when it comes to choosing a bank. Using the popular 'texting story' approach, these videos generated strong est. ad recall lift, reminding parents to help get their kids' student bank account set up before heading off to school.