Company: Barclaycard US
Contact: Jen Hitchens (Community Manager)
Community: Barclaycard Ring Community
Lithy category: Marketing Champion
BarclaycardUS is the 9th largest credit card issuer in the US. We believe that building community environments supports our credit card products and creates a differentiated customer experience through enhanced support and engagement.
Lithium’s community platform is the driving force behind the Barclaycard Ring Community. Barclaycard Ring MasterCard© is a very simple credit card product with a low interest rate, simple terms and no annual or balance transfer fees. But what sets Barclaycard Ring apart is its use of online communities in an innovative way to talk with card members about the product and how it should evolve. The Barclaycard Ring team also developed the industry’s first profit sharing program with card members, called Giveback™. This aligns the interests of both bank and card member like never before and opens the door for both to advance the cause of charities. And to help crystalize the trust, the team posts the financial statistics for the program on the website and discuss the results each month.
Barclaycard Ring Community “Ask FICO” Online Event
According to CEB TowersGroup, a financial services industry analyst group, 90 percent of credit scores purchased by lenders are FICO® Scores. While BarclaycardUS has been a pioneer in FICO® Score access for its cardmembers, many consumers still harbor a flawed - and costly - understanding of their credit scores.
Knowing that access to one's credit score is a small part of the path to better credit, Barclaycard Ring embarked on a mission to provide cardmembers with a clearer path to credit health. Partnering with the team at FICO®, Barclaycard was able to connect cardmembers to expert answers while providing a platform to share their own credit success stories – at no additional cost to the business.
Our primary objective of the campaign was to promote and encourage a greater understanding of credit scores and the FICO® Score we share with our cardmembers.
Our secondary objective was to increase the number of registered users in the Ring Community, increase engagement as well as create evergreen content that could provide answers to questions other community members might have about FICO Scores.
Our strategy and tactics
The content strategy for the “Ask FICO” event focused on communicating to our existing Ring cardmembers about the upcoming event, its exclusivity, as well as its benefit as a cardmember who is interested in their credit health and eager to learn more about financial literacy topics.
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