Capital One Student Cards
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Capital One developed credit cards designed for young people to build credit.
As a (self-anointed) forever-student, I enjoyed work in this “student card” lane. I had fun embracing a younger tone while still staying true to the north star of our conversational brand voice. This first example is an annual rewards recap email. Note the emoji in the subject line and thenfun preheader, main headline, and module subheadlines throughout. Phrases like “cheers,” “score great seats,” and “rewards for you, rewards for them.”
Student Card Crossmarketing Campaign
This example is an email and in-app (EASE) assets we created to market the Capital One SavorOne student credit card to parents of students. The challenge was conveying the information appropriately to two different audiences, neither of which already had a student card. The first audience included parents of TEEN Money account holders. These are checking accounts designed for teens 13 and up, with parental oversight and control. The second population included any Capital One cardholder living at an address where we know a student resides. It get’s a little heady, but this is fun stuff!
This project also included two main messaging themes—(1) rewards and (2) security features. Because of the different audiences and message priorities, we decided to break the email out into two different versions—one for each audience with modular (variable) content to address the different benefit priorities. We grouped the EASE assets based on the messaging category, with a wide range of placements.
We balanced a lot here—two audiences and two messaging themes. Note the subtle shift in messaging from emphasizing the student name personalization for the audience of parents to “the student in your life” for the audience of addresses where we know a student lives. We could be talking to a parent or relative or the student themselves. This required quite a bit of finesse. For the in-app (EASE) assets, we bucketed options based on messaging themes. Here are a few examples.
