Objective
Reposition Allio as a bold, modern alternative to traditional investment platforms, targeting younger users disillusioned by legacy “dad-style” investing. The campaign aims to drive awareness, provoke curiosity, and accelerate app installs among Gen Z and Millennials.

Creative Positioning

• Frame Allio as a maverick reinvention of investment apps — irreverent, energetic, and boundary-pushing.

• Use striking, surreal visuals generated via Midjourney, paired with bold copy to signal disruption.

• Lean into contrast: break expectations of sterile finance imagery in favor of expressive, art-forward design.

• Messaging tone: confident, edgy, with just enough playful irony to disarm skeptics.

Process

1. Audience & Insight Work

   • Researched young investors’ frustrations: opaque fees, stale UX, lack of personality.

   • Mapped competitor visuals and found clean-but-boring design norms in finance.

   • Identified creative space where Allio could lean into art and attitude.

2. Concept & Iteration

   • Explored multiple visual metaphors around “not your dad’s” (e.g. breaking chains, unconventional juxtapositions).

   • Created mood boards, then generated drafts with AI-assisted art + manual refinements.

   • Tested variants (color vs desaturated, surreal vs semi-abstract) with small user sample.

3. Rollout & Channels

   • Deployed across social, in-app banners, display, and influencer placements.

   • Designed modular assets so brand voice and visuals stay consistent but flex across formats.

   • Monitored performance by creative variant, audience cohort, and time of day.

Performance & Metrics

• Impressions & reach: 120k unique users reached in first two weeks.

• Engagement rate: 4.3% (clicks, saves, shares) — ~2.8× benchmark for fintech ads.

• Install conversion rate: 7.5% from click to install (higher than baseline 5%).

• Creative lift: Variant with surreal visual + punch copy outperformed “plain finance” variant by +60% CTR.

• Brand perception lift: In follow-up surveys, 55% of respondents agreed “Allio feels modern and bold” (vs 23% pre-campaign).

• Cost per install (CPI): Achieved $4.20 — 15% better than target.

Key Takeaways

• Embracing visual boldness and personality in a category that defaults to sterility pays off.

• Disruptive creative can cut through noise and reframe perceptions quickly.

• Flexible modular design + variant testing is essential to adapt across formats without diluting brand voice.