Oxygen 'Live Extraordinary':

Redefining Financial Branding for the Creative Generation

CHALLENGE:

Oxygen set out to revolutionize financial services by repositioning itself as more than just a bank—a lifestyle platform for the culturally savvy, creative entrepreneur. The mission: transform the perception of financial tools from mundane to must-have, targeting a hypebeast and fashion-forward audience seeking more than traditional banking.

SOLUTION:

Strategic Campaign Approach: Live Extraordinary

Influencer Marketing Activation:

- 12 Carefully Selected Creators

- Multi-Platform Content Strategy

- Authentic Lifestyle Integration

Key Campaign Pillars:

1. Brand Identity Showcase

- Highlighted premium Elements account tiers

- Emphasized unique features:

- Metal engraved card

- Priority travel perks

- Exclusive cashback opportunities

2. Content Strategy

- "Day in the life" storytelling

- Diverse content formats:

- Instagram carousels

- Stories with clear CTAs

- Engaging Reels

- Detailed Q&A content

CAMPAIGN RESULTS

Breakthrough Performance Metrics:

- Total Impressions: 28.63M

- Total Engagements: 987.7K

- Average Engagement Rate: 3.48%

Top Performer Highlights:

- Jessica Wang: 4.66M impressions

- Madison Williams: 4.4M impressions

The campaign successfully repositioned Oxygen as a financial platform that understands and champions the aspirations of a new generation of consumers.