Its main goal was to position the brand and to prompt visitors to the Citi Priority website.
Citibank is the consumer division of financial services multinational Citigroup. It was founded in the United States in 1812 and opened its first branch abroad in Buenos Aires, Argentina in 1914. Established over 100 years ago in the country, Citi offers clients a perfect combination of regional markets expertise and global experience, developed though its presence in 102 different countries.
Citi Argentina designed a campaign to advertise their Citi Priority program and the exclusive benefits that Citigold clients enjoy.
Its main goal was to position the brand and to prompt visitors to the City Priority website. Additionally, it gave users detailed info about the benefits of the program such as: discounts at gas stations, supermarkets, restaurants, travel agencies and online shopping; priority service at Citi Bank and earning American Airlines miles.
In order to get new subscribers and motivate them to use their services, Citi Bank chose LinkedIn to run the advertising campaign of Citigold, the exclusive credit card for Citi Priority clients, describing the available benefits and discounts on selected shops.
To promote their LinkedIn campaign, Citi used two Ad Formats:
Standard Display
The ads included a call-to-action “Más info” (More info) that prompted the user to the Citi Priority site. Use of images sized 300×250 and 160×600.
Sponsored InMail
It offered users detailed information about the benefits of belonging to City Priority and also included a call-to-action “Sea un cliente Priority” (Become a Priority client) that linked directly to the site.
A segmentation was made by ‘Job title’ targeting Managers.
CHOICE OF SPONSORED INMAIL FORMAT
This customized approach allowed higher interaction with users. Additionally, it provided detailed information about the package and the benefits and discounts the program offered.
TARGET AUDIENCE REACH
Citi impacted its target audience with a relevant message thanks to LinkedIn’s ‘Job title’ segmentation.
“Once again we chose LinkedIn for our Citi Priority awareness campaign due to its capabilities. The platform no only allows us to set a receptive target audience but it also offers formats with a myriad of possibilities, from direct messaging to call-to-action; making it possible for us to reach our target and induce them to want to learn more about our benefits.”
María Evangelina LastraDigital Communications Manager - Citibank Argentina
