Capital One tells ‘story in every wallet’ on Instagram

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One of the first financial services brands to advertise on Instagram, Capital One used inventive images in a series of sponsored posts that showcased the mementos people carry in their wallets and the stories behind them.


Case study summary

• US bank turns to Instagram to raise awareness to consumers

• Reimagined “What’s in Your Wallet?” tagline encouraging people to share wallet keepsakes

• Campaign got a significant 16 point lift in ad recall, 2.5x

The challenge

Founded in Virginia in 1994, Capital One is one of the 10 largest banks in the US. The financial services provider believes in helping customers and consumers improve their lives by bringing ingenuity, simplicity and humanity to banking. Capital One turned to Instagram to build brand awareness as a leader and innovator in financial services.

The solution

Capital One put imagery at the center of their five-week long #WalletStories campaign by reimaging their well known “What’s in Your Wallet?” tagline and encouraging people to open their wallets and share the keepsakes and memories they carry with them.

The brand tapped 3 popular photographers to document these stories with original, authentic creative.

The results

As a result, Capital One achieved a significant 16 point lift in ad recall, 2.5x higher than Nielsen’s norms for online campaigns, which helped the banking brand elevate their awareness among their audience.

Among people 45 and older, the results were even greater with a 25 point lift in ad recall.

They also achieved a 3 point lift in favorability among the 21-24 age group

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