Financial services might not seem like the most emotive industry, but consumers tend to have some of their most emotional moments connected with their finances—things like going to college, buying a house or saving for retirement. So when Citi performed an audit a few years ago and realized it wasn’t coming across as emotive, it knew it needed to make a change to better connect with customers.

According to Jennifer Breithaupt, Citi’s Global Consumer CMO, the company switched its aim to lift people up with purpose-driven campaigns. One of its major components was storytelling. Breithaupt says Citi created a simple recipe for purpose-driven marketing:

1. Stop talking so much. Up until that point, Citi was known for talking at its customers through every second of a commercial. It started using big, beautiful visuals instead of constant words to share its story.

2. Put people at the center. Storytelling is all about people, and one of the strongest ways to connect people to a message and purpose is to involve other people. Sharing stories and inspiration became the focus instead of just giving a sales pitch.

3. Use music. Citi started using large, sweeping melodies to elicit emotion and drive home that connection.

The move to purpose-driven campaigns allows Citi to build better connections with customers. It shows customers that the brand cares about more than just making sales and opening accounts, but that it really wants to support its customers and build relationships. Internally, the switch gave employees a renewed sense of purpose to do their best work and improve their customer interactions.

Modern customers want companies, especially financial brands, to do more than just make money. They want them to have a purpose, share a message and contribute to something bigger. Citi’s switch to purpose-driven marketing allows it to position itself as a life partner to walk alongside customers during their ups and downs. It also helps the company give back and contribute to charitable organizations around the world.

Emotion plays a huge role in customer experience. To feel invested in a company, customers want to connect to a purpose. Citi’s switch to purpose-driven campaigns demonstrates that showing emotion instead of sales pitches can lead to big gains.