Fintech brand (NDA). New Year promo campaign

Background

For the New Year promo campaign, I led the creative direction and production of all assets for a large-scale trading promotion. This project was the result of winning an internal creative competition, where I facilitated the team work and the whole process of concept creation.

Idea

The core creative idea revolved around transforming well-known New Year and Christmas songs into catchy, trading-themed jingles. This playful and engaging approach aimed to resonate with the audience while promoting the platform's core functionality and driving awareness of special offers on trading tools during the promo period.

Strategy

I developed a comprehensive creative strategy for the campaign, ensuring consistency across all touchpoints. This included:

• A unified creative concept tying all assets together.

• A promo page inside the product itself.

• Copywriting and adaptation of holiday songs to create trading-themed jingles.

• Clear, actionable briefs for influencers and community managers to amplify the campaign's reach.

Execution

I oversaw the production of the following campaign elements:

• Banners for performance marketing platforms.

• Hero block design for the main page.

• Welcome screen for users.

• Storily content, including storytelling and art direction.

• Motion graphics, featuring the trading-themed jingles I wrote.

• Briefs for influencers and community managers to ensure alignment with the campaign's creative direction.

Results

The campaign successfully captured the holiday spirit while exceeding performance expectations:

• High audience engagement in interactive contests centred on the musical theme.

• Users exceeded the projected number of trades, outperforming planned metrics by 20%.

• Increased interest in promoted trading tools with special offers.

• Positive feedback from users and collaborators, with the campaign effectively blending humour, creativity, and cohesive branding.