The Big Idea behind the campaign

I wanted to show how copy can work across an entire customer lifecycle—using the right message, motivation, and call to action at different stages of the user's journey.

For Moneo, I built a lifecycle campaign around a simple question: “Where did your money go?”

The idea was to take a common financial frustration and turn it into a reason for users to become curious about their spending, rather than making them feel guilty about it.

What I Wanted to Achieve

The campaign was designed to move users through a simple progression:

Sign-up → First insight → Habit → Retention → Re-engagement

Each touchpoint has a different job.

The welcome email creates curiosity and introduces the product. The activation message encourages the first meaningful action. Push and SMS bring users back at moments when a short reminder can prompt action. The in-app message turns an insight into a new behaviour. The retention email reinforces progress and builds a habit. The reactivation email gives inactive users a reason to return.

The goal wasn't simply to get people to open emails or click buttons.

It was to demonstrate how CRM copy can support user behaviour throughout the lifecycle: from the first interaction with a product to continued engagement and reactivation.

This project allowed me to explore how one central creative idea can evolve across different channels while still serving a specific business and customer objective at each stage.