The Challenge: 
When a regional bank rebrands itself by launching a movement to inspire people to think about money in a new way – and launches that movement with a national Super Bowl spot – how do you effectively amplify that message in the digital space?

The Solution:
When SunTrust Bank launched it's movement to help people – especially Millennials – move from financial stress to confidence with a groundbreaking national Super Bowl spot, we needed to amplify that movement across multiple channels.

I led the digital strategy, working closely with key clients from web, eCRM, insights & research, social and content teams, as well as external agency partners in order to ensure a seamless experience throughout the entire digital ecosystem.

The team at StrawberryFrog launched onUp.com, developed by our partners at Infusion, as a digital hub to anchor people in the experience of the onUp movement, encourage them to think about their relationship to money, and guide them on their journey to financial confidence.

We designed a "Buzzfeed-like" quiz as the centerpiece of the website, providing a fun way to get people to think about money and their relationship with it, while at the same time allowing the digital marketing team to segment people into the bank's CRM funnel and retargeting matrix in order to connect with them in a highly relevant, purposeful manner.

Facts about the relationship between money and the stress in people's lives inspire a new way of thinking, personalized tip and finance hacks motivate them to take a simple step forward, and relevant and shareable content lets people to share what they've learned with their network - all this in service of helping move Americans to a place where they feel more confident about their money.

Results (overall campaign):
From +4% to +8% increase in new accounts YOY, from flat growth (sector standard is zero).

190% positive sentiment increase post-launch.

80% of employees feel more connected to the brand’s purpose.

My Role:
Overarching Digital Strategy