Bank of America approached 23 Stories to create a unique content partnership campaign that aligns the BankAmericard Travel Rewards program with the mass affluent plus traveler audience and breaks through the clutter in the competitive travel credit card space.
For the first time, young Americans are more pessimistic about the future than preceding generations. So, we helped them rekindle their joy. Working with experts in the psychology of happiness, we created a scientific methodology for measuring travel joy and searched the globe for destinations that fit the criteria.
By focusing on the happiness found in travel, Bank of America successfully broke through the clutter in the travel credit card market. The campaign’s immersive 360-degree photography and captivating videos transported viewers to Shanghai and Newfoundland, allowing them to “experience” the joy of these destinations.
The campaign’s impact was substantial. Viewers engaged deeply with the content, spending an average of 80 seconds in the campaign hub, which was twice the Condé Nast benchmark. The campaign exceeded its goals, achieving over 850,000 views on the hub, 25 million social video views (8X the initial goal), 6 million Facebook impressions, and 1.78 million long-form video views (4X the goal).
Most importantly, the campaign had a direct impact on Bank of America’s Rewards Card consideration, with a significant 10.6% boost. Additionally, there was a remarkable 5.9% increase in sign-up intent, demonstrating the campaign’s effectiveness in connecting the joy of travel with the BankAmericard Travel Rewards program.
