Oxygen x Highsnobiety

OXYGEN CELEBRATES 21 NYC CREATIVES ASPIRING
TO FULFILL BIG DREAMS

CHALLENGE Oxygen, a modern financial platform, sought to connect with younger, creatively inclined audiences in New York City by highlighting its brand as an enabler of financial freedom and empowerment. The challenge was to position Oxygen in a way that resonated authentically with Highsnobiety's culturally savvy and style-conscious audience while achieving measurable engagement and brand awareness. The campaign needed to feature inspiring stories from diverse talent and deliver standout creative content that differentiated Oxygen from traditional financial institutions.

SOLUTION To achieve these goals, we partnered with Highsnobiety to develop the En Route campaign, a content-first initiative showcasing the stories of 21 emerging NYC-based creatives. These individuals, including product designers, illustrators, ceramic artists, and music producers. By focusing on real, relatable stories, the campaign positioned Oxygen as a trusted financial partner for creative professionals.

KEY PROGGRAM ELEMENTS INCLUDED:

1. Content Creation and Amplification: Over 100+ images and storytelling pieces were featured across Highsnobiety’s website and social channels, as well as Oxygen’s platforms.

2. Instagram Activation: Highsnobiety leveraged its Instagram audience with high-performing posts on both its Style and Main channels, achieving engagement rates as high as 4.21%, exceeding benchmarks by 321%.

3. Custom Media Placements: Display media, including site-wide takeovers and banners, amplified the campaign, driving over 13.7M impressions and generating $35K in added media value.

SUCCESS:

The “En Route” campaign exceeded benchmarks and delivered impactful results:

• 13.7M impressions across platforms.

• 77K engagements and a 2.50% CTR on the campaign’s feature, 25% above the benchmark.

• Over $35K in added media value.

• Positive sentiment in social comments, affirming the campaign’s authenticity and resonance with the target audience.

By authentically connecting with the creative community, Oxygen elevated its brand presence among a hard-to-reach audience and reinforced its commitment to supporting creatives in achieving their goals.