Capital One Bets Big on Facebook in New Campaign

Capital One Bets Big on Facebook in New Campaign. The push, #DefineYourDream, highlights empowering and uplifting stories from Capital One customers, and will run primarily on Facebook and Instagram. The campaign’s two other customers are an adventure-taking life coach and blogger, and a teacher in Los Angeles who uses cash-back rewards from her Capital One cards to buy supplies for her low-income and homeless students. The first video will run for about two weeks until the next story is shared. Capital One worked with Austin-based T3 and Facebook’s Creative Shop on the effort. “It allows us to tell an in-depth story that can go a bit deeper than a 30-second TV commercial.” She added that such channels also promote a two-way conversation with customers. Social media has been successful for Capital One in the past. Last year, the bank’s #WalletStories campaign on Instagram resulted in a 16% boost in ad recall by customers, Ms. Abdalla said. It is airing a TV campaign starring Samuel L. Jackson. “This game will require a pretty high level of marketing,” said Mr. Fairbank on the call.

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Capital One is turning to Facebook for its newest brand-focused campaign, which debuts Thursday. The push, #DefineYourDream, highlights empowering and uplifting stories from Capital One customers, and will run primarily on Facebook and Instagram.

One nearly three-minute video features a small business owner who sells lingerie and also runs a program to help cancer survivors. “We proudly celebrate our customers who challenge us all to dream big,” text from the commercial reads.

The campaign’s two other customers are an adventure-taking life coach and blogger, and a teacher in Los Angeles who uses cash-back rewards from her Capital One cards to buy supplies for her low-income and homeless students.

The first video will run for about two weeks until the next story is shared. Capital One worked with Austin-based T3 and Facebook’s Creative Shop on the effort.

“Facebook and Instagram allow us to connect in a more personal way with consumers,” said Noha Abdalla, VP-social media and digital brand strategy at McLean, Virginia-based Capital One. “It allows…

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