movement onUp

It took a movement for SunTrust to reach the millennial masses.

SunTrust is a leading regional institution focused on the Southeast, with products and services for consumers, small business owners, commercial executives and high-net-worth investors. SunTrust faced a challenge tapping into a new demographic—the millennials between ages 25 and 34 who face financial difficulty.

Building a relationship to ensure financial confidence for this demographic requires a different approach than for a traditional client base. So SunTrust launched the onUp Movement.


a long-term relationship

The movement launched with SunTrust’s first-ever Super Bowl commercial in February 2016, complete with a call to action directing viewers to the website Imagination developed a content program and populated the website with tips, stats and content to help SunTrust establish the foundation for a long-term relationship with customers.

the movement grows

Since February 2016, 800,000 people—millennials and other Americans representing most demographics—joined the onUp Movement. With the help of Imagination, SunTrust’s social media programs have also increased to more than 157,000 fans and followers combined.

Suntrust Suntrust

The onUp Movement uses social strategy to target a traditionally tricky audience for financial services: millennials.

“Imagination is not just an agency, they are a partner. They are the most organized and detail oriented team I have worked with. They listen to your objectives and make it their business to know your brand better than you do. I can count on them to make me look awesome at my job!” — Nancy Harr, Former Group Vice President, Director Content and Social Strategy, SunTrust


new social media followers on Facebook, Twitter, LinkedIn and Pinterest