Objective
Bridge the gap between everyday financial pressures (groceries, housing, energy) and the abstract world of macroeconomics — positioning Allio as the investing app that “thinks big in everyday terms.”

Creative Positioning

• Use familiar, concrete scenarios (e.g. the rising cost of eggs, rent, utility bills) as hooks to explain macro forces (inflation, trade policy, interest rates).

• Visual style: stark, relatable photography + bold overlays + clean annotations, so economic complexity becomes instantly understandable.

• Tone: a mix of education and wit — clear but not condescending, friendly but authoritative.

• Core message: macro forces already shape your life — your investing should too.

Process

1. Audience & Insight

   • Many consumers are impacted daily by macro trends but don’t fully connect them to investment outcomes.

   • Insight: if macro already affects your breakfast, your portfolio should be built around it.

2. Concept Ideation

   • Generated visual metaphors linking food, bills, routines, and macro trends.

   • Produced mood boards, rough mockups, and refined into final layouts in Midjourney + manual touch.

   • Iterated variants: more literal vs more abstract, annotation intensity, color overlay styles.

3. Execution & Channels

   • Launched across social feed posts, display ads, in-app promos, email creative.

   • Designed modular asset templates so the same concept could flex across formats.

   • Monitored performance across variants (visual style, copy tone, annotation density).

Performance & Metrics (Illustrative / Hypothetical)

• Reach & Impressions: Reached 150k unique users within first three weeks.

• Engagement Rate: 5.1% on social — ~3× benchmark for fintech ads.

• Click-to-Landing Conversion: 9% (versus baseline 6%).

• Install Rate: 6.8% from click to install (vs baseline target ~5%).

• Creative Lift: The version using literal food imagery + overlay annotations outperformed abstract versions by +45% CTR.

• Brand Positioning Lift: Post-campaign survey: 62% agreed “Allio connects macro economy with my everyday life” (vs 27% pre-campaign).

• Cost per Install (CPI): $3.90 — 18% better than target.

Takeaway
“Your Breakfast is Macro” transforms macroeconomics from vague theory into a tangible, personal narrative. By anchoring strategy in the real, daily world, the campaign made Allio’s differentiator (macro-driven investing) tangible, relatable, and front-of-mind.