Citibank
International Yoga Day Campaign — LinkedIn & Instagram
Client: Citibank
Campaign: International Yoga Day
Platforms: LinkedIn & Instagram
Campaign Type: Occasion-Led Social Media Activation
The Brief
Citibank engaged Kintzugi to conceptualise and execute a social media campaign for International Yoga Day across LinkedIn and Instagram. The challenge was to craft content that felt authentic and wellness-driven while staying firmly within the professional, trust-led tone that a global financial institution demands — bridging the world of banking with the spirit of mindful living.
Campaign Execution
A single unified campaign creative strategy was deployed across two distinct platforms — each adapted to suit the platform's audience, format, and communication style, while maintaining a cohesive brand voice throughout.
Citibank — International Yoga Day
International Yoga Day offered Citibank a meaningful occasion to connect with its audience beyond finance — celebrating balance, wellbeing, and mindfulness as values that resonate as much in life as in smart financial planning.
- Occasion-led creative concept bridging wellness and financial wellbeing
- LinkedIn content crafted for a professional, corporate-facing audience
- Instagram visuals designed for organic reach and aesthetic appeal
- Brand tone maintained — warm yet authoritative, aspirational yet grounded
- Platform-optimised formats ensuring maximum impact on each channel
- Cohesive visual identity across both LinkedIn and Instagram touchpoints
Citibank International Yoga Day — Campaign Creative
Campaign Impact
Key Deliverables
Creative & Content
- ✓ Occasion-led campaign conceptualisation
- ✓ LinkedIn and Instagram creative design
- ✓ Platform-tailored copywriting and messaging
- ✓ Visual assets aligned to Citibank brand identity
- ✓ Wellness-finance narrative development
Strategy & Execution
- ✓ Dual-platform campaign strategy and planning
- ✓ Content scheduling and publishing
- ✓ Platform-specific format optimisation
- ✓ Community engagement and management
- ✓ Performance monitoring and reporting
"Where financial trust meets mindful living — an occasion-led campaign that gave Citibank a human voice across LinkedIn and Instagram."
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