Citi Every Step
Overview
The Citi Every Step Campaign was a significant marketing initiative by Citibank, launched in conjunction with their sponsorship of the U.S. Olympic and Paralympic Teams. This campaign was designed to promote Citi's ThankYou rewards program and was closely tied to the bank's support of Olympic athletes.
The campaign was first introduced for the London 2012 Olympic Games and was notable for being Citi's largest and most integrated U.S. sponsorship campaign at the time. It featured 13 Olympic and Paralympic athletes, known as Team Citi, and was rolled out across various platforms, including broadcast, print, digital, and out-of-home advertising. The campaign also included events, promotions, and retail activations.
Digital Marketing and Web Presence
The centerpiece of the campaign was a digital program called "Every Step of the Way," which allowed the public to allocate Citi's $500,000 donation—represented by 50 million ThankYou Points—to different sport programs that inspired Team Citi athletes. This initiative was designed to engage consumers by allowing them to direct donations to the athletes' chosen programs, thereby creating a philanthropic element to the campaign
As a Senior Digital Strategist, I led the team responsible for creating and launching the Citi EveryStep website, a cornerstone of Citibank's Olympic sponsorship campaign.
Research and Discovery
A comprehensive research phase was instrumental in shaping the direction of the Citi EveryStep web site. We employed a multi-faceted approach to gather insights and inform the digital strategy.
Audience Analysis
We conducted an in-depth study of our target demographic using a combination of quantitative and qualitative methods:
- Online surveys, reaching over 10,000 respondents across diverse age groups and geographic locations
- Focus groups in major metropolitan areas, including New York, Los Angeles, and Chicago
- Social media sentiment analysis to gauge public perception of banking institutions and Olympic sponsorships
- Analysis of Citi's existing customer data to identify key segments and their digital behaviors
This research provided crucial insights into our audience's interests, online habits, and attitudes towards both financial services and sports sponsorships.
Competitor Benchmarking
We performed a comprehensive analysis of other Olympic sponsors' digital strategies:
- Evaluated website designs, user experiences, and content strategies of major competitors like Visa and Coca-Cola
- Analyzed social media engagement metrics and content themes across platforms
- Conducted a SWOT analysis to identify areas where Citi could differentiate itself in the digital space
- Utilized tools like SEMrush and SimilarWeb to assess competitors' SEO strategies and traffic sources
This benchmarking exercise revealed opportunities for Citi to stand out through innovative interactive features and a stronger focus on athlete stories.
User Experience Testing
We implemented a rigorous UX testing process to ensure the EveryStep website would be intuitive and engaging:
- Created wireframes and interactive prototypes using tools like Sketch and InVision
- Conducted usability testing sessions with diverse user groups, including millennials, seniors, and individuals with disabilities
- Utilized eye-tracking technology to optimize content placement and user flow
- Implemented A/B testing on key features, such as the donation allocation interface
This iterative testing process allowed us to refine the user experience and maximize engagement with the campaign's core features.
Stakeholder Interviews
We conducted extensive interviews to align the campaign with Citi's brand values and the athletes' personal narratives:
- In-depth discussions with Citi's CMO, head of sponsorships, and digital marketing team
- One-on-one interviews with all 13 Team Citi athletes to understand their journeys and motivations
- Consultations with Olympic committee representatives to ensure compliance with sponsorship guidelines
Data Analysis
We leveraged historical data to inform our strategy and set realistic performance targets:
- Analyzed metrics from Citi's previous digital campaigns, including engagement rates, conversion rates, and ROI
- Studied industry benchmarks for Olympic sponsorship campaigns across various digital channels
- Utilized predictive analytics to forecast potential reach and impact of different campaign elements
Design Execution
Incorporating our research findings, we developed a design that:
- Emphasized Storytelling: We created athlete profile pages that highlighted personal journeys, connecting them to Citi's brand narrative of progress and achievement.
- Prioritized Interactivity: The core feature allowed users to allocate Citi's donation (represented by 50 million ThankYou Points) to different sport programs, fostering engagement and emotional investment.
- Ensured Accessibility: We implemented best practices for web accessibility to ensure all users, including those with disabilities, could fully experience the site.
- Optimized for Mobile: Recognizing the growing trend of mobile browsing, we adopted a mobile-first design approach.
- Integrated Multimedia: We incorporated high-quality videos and images to create an immersive experience that showcased the athletes' training and competitions.
Features
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The Every Step campaign was successful in enhancing Citi's brand image and connecting with consumers on a personal level. It leveraged the popularity and inspirational stories of Olympic athletes to promote Citi's products.
Impact
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