Whether it’s quitting their job to pursue a passion, giving back to their community or charting a unique business opportunity, Capital One customers are doing amazing things. We created a campaign and accompanying hashtag that celebrates our customers challenges and pursuits because, like them, we’re constantly striving towards a future where everyone can live their best lives. The campaign was executed through video stories that featured 3 unique individuals in different parts of the country and shared through Facebook Canvas as well as Instagram.

Objective:

To establish a deeper connection with the millennial mindset by sharing real customer/associate stories to:

1. Create content that drives people to engage (view, comment, like, share)

2. Compel others to share their own stories.

Approach:

Relevancy - hand select stories that align to the interests of the millennial mindset target

Sequencing - instead of one post per story, we’ve shared our stories multiple times and in different ways to encourage a variety of engagements

Storytelling for Feed - follow video publishers’ best practices for share-ability

We used 3 different storytelling techniques to execute the video campaign based on the channels in which we were serving.

1. Reverse story arc - get to the main message quicker and towards the beginning of the video instead of waiting until the end for a big pay off.

2. Heartbeat storytelling technique - hook them in the first 3 seconds. Then keep them watching for the next 3 and the next 3 and so on through energetic editing.

3. Typography and sound-off solutions - we leverage typographic quotes mixed with live action so that people watching without sound can still follow along with the story.

Results:

Over 3 million views on Facebook and YouTube

Thousands of shares, likes and audiences voluntarily sharing their own #defineyourdream story.