Citi Sound Vault
Music. Runs. Deep.
At Citi Sound Vault, big name artists play small venues, just for Citi cardmembers. This year, we created content at a special Citi Sound Vault concert series during Grammy Week.
Event Recap - FB, TW, IG
Paid IG Ad with Black Thought from The Roots
citibank 🎵⚡️What makes a great jam session? We’ll let @blackthought from @theroots tell you in his own words. 🎤🙌 #CitiSoundVault
IG Story Ads Highlighting Fans
Results
This campaign showed a large lift in favorability for Citibank with more than 29 million impressions and 6 million video views.
My Role: Worked with a team to develop the Music Runs Deep concept, planned and conducted interviews with Black Thought from The Roots and Citi Cardmembers, provided creative direction on the ground, pieced together soundbites from interviews to fit with our intended storylines, managed a mid-level copywriter who helped create post copy for organic posts, directed video edits, and more.