Social media refresh

01 — Project details

We needed to update the social posts and banner ads for our teen checking account. The challenge was that while the account is for kids, the audience for the campaign is parents. In addition, we needed to provide three variations for each quarter.

02 — Creative process

Using the creative brief as a starting point, I first developed the image copy. I had to ensure that the image would be able to deliver the message when the platform constraints didn't allow for additional type. Then, while the designer used the draft copy to create the images, I wrote the post copy, focusing on how to get parents excited about opening an account for their child.

The campaigns will be released in future quarters. The message variations will help show whether it's the attributes of the account (e.g., no minimum deposit) or speaking to life goals (e.g., direct deposit for a summer job) that drive action.