Citibank – Multiple Relationship Customer digital / mobile experience
SITUATION: Citibank needed an online destination for MRCs to make them feel acknowledged and special. This is a 3 million population of Multiple Relationship Customers who have a retail bank, Credit Card, and / or Mortgage account. There wasn't a consistent environment just for this audience who are very digital and social savvy.
ACTIONS: Project managed entire program. Collaborated with cross-functional teams - stakeholders, tech, legal, agencies, and vendors. Developed and executed a strategic plan with several elements including banners, social, mobile, and contextual ads driving to the microsite which housed unique events, experiences, video, and content.
RESULTS: This launch of the overall program saw a significant increase in traffic (2x previous microsite) and customers took advantage of unique experiences and content created special for them.
