Brands on Instagram face a pretty big challenge: how to create content that achieves the level of authenticity platform users expect. One approach is to leverage the audiences of popular content creators, as in these recent posts published in partnership with top FIs, including Amex, Bank of America, Capital One, Chase, U.S. Bank and Visa.
The card-marketing materials that are showing up in market tap Virgin America’s highly provocative brand personality. In a nod to the airline’s fun, playful mix of style, service and quality design, they capture unique brand details, such as the fuchsia-red color of the airline’s in-flight cabin mood lighting.
Several financial institutions have set up accounts and seem to be holding their spots. Others have posted a Vine or two here and there. But only a very few are using Vine as part of a larger campaign, and one of those is Barclaycard UK.
We’re interested to see how the spots that incorporate user ideas will round out the #whilebanking campaign. As it stands now, it lacks authenticity… something critical when demonstrating a product claim. Here are some suggestions for pushing this marketing effort, and others like it, to the next level.
Media Logic surveyed the financial services marketing landscape to find examples of innovative ideas from banks. Noting several interesting developments, our team has highlighted a few that represent how the sector is striving to come up with unique and differentiating solutions and products. We’ve also made note of how some innovations are more successful than others.
Everything that promotes the PayTag, from social media to an augmented reality app, is about having an experience with the campaign’s characters – and with the card. Barclaycard’s Facebook timeline is even in on the act. Fans really kept the campaign's toy concierge busy by soliciting his help in the comments of each post – and Barclaycard gave them an experience that matched the financial product.