Our target audience, UpMarket Millenials, already understood the importance of saving money. But with inflation and burnout at an all-time high, we wanted to avoid our National Savings Day campaign feeling like just another burden. 

My campaign, Celebrate the Reasons You Save, swooped in with a warm drink and a friendly reminder to stop, breathe, and reflect on the priorities that undergird our audience's savings goals. 

My approach: 

took the audience back to the beginning of their financial journey. 

made the audience's WHY our campaign hero.