Creative campaign Design
Campaign on Momentum Score
Project description
StockEdge introduced a new feature—Momentum Score & Trend—to help users spot momentum patterns in stocks, sectors, and indices. While the feature added technical depth, its functional nature lacked emotional appeal and visual distinctiveness, making it challenging to communicate effectively across social media.
Challenge
How do we explain a technical feature in a way that’s engaging, memorable, and emotionally resonant with retail investors?
Key Points derived from Research
Momentum scores are a data-heavy concept, not easily understood at a glance.
Needed to capture attention and educate within seconds on fast-paced platforms like Instagram and Facebook.
Avoid overwhelming users with jargon while maintaining credibility.
Process
Explored metaphors, sketched concepts, illustrated characters, integrated visuals with product UI, and refined designs through stakeholder feedback to create an engaging, informative campaign experience.
Brief Analysis:
Reviewed momentum feature with the product and marketing teams to understand user benefits.
Concept Sketching:
Brainstormed metaphors—momentum as motion, rhythm, energy. Chose swing, wave, party as themes to convey movement + excitement.
Character Illustration:
Drew multiple poses of the bull and bear interacting with charts and each other—symbolizing collaboration and competition in the market.
Visual Integration:
Designed the layouts, harmonizing illustrations with UI screenshots, CTA buttons, and copy.
Feedback & Iteration:
Incorporated feedback from stakeholders on balance between fun and informative tone.
Solution
I conceptualized a unique visual narrative using bull and bear as the characters to narrate the idea to users. I chose bull and bear specifically as they are perfectly suitable characters for stock market.
Created custom hand illustrations first and then converted and iterated them digitally in illustrator. Made bull and bear in playful, context-rich scenarios (swinging, surfing, partying)—each symbolizing different aspects of momentum.
Developed taglines like “Everyone Loves a Good Swing” and “Ready to Ride the Momentum Wave?” to simplify the idea while keeping it action-driven.
Designed 3 campaign creatives tailored for carousel ads and static promos, each introducing a feature (sector-based scores, scan tools, portfolio momentum).
Impact
Here, the outcomes and achievements of the project are highlighted.
Increased Feature Awareness:
Over 45% rise in in-app engagement for the new Momentum Score tab within 10 days of campaign launch.
Boosted Social Metrics:
Instagram: +38% higher engagement than average feature posts
Facebook: Reach doubled compared to last campaign
Conclusion
This project showcased the power of visual storytelling in fintech—where complexity often overwhelms. By translating a technical feature into a relatable, creative campaign, I helped bridge the gap between product value and user curiosity, driving both brand warmth and feature adoption.