Company: Barclaycard US
Contact: Kati Driscoll (Community Manager)
Community: Barclaycard Travel 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 Travel Community. BarclaycardTravel.com is a unique travel community experience where Barclaycard cardmembers and non-cardmembers can share travel stories, look to other members for travel inspiration, and earn miles, which can be redeemed for rewards, for engaging in community activities.
Our unique promotion and objective
On July 2, 2015, changes to the Rewards Program Rules for the Barclaycard Arrival™ and Barclaycard Arrival Plus™ MasterCard® were announced. Community was part of a cross functional team initially formed to support customer care and manage complaint volumes, which were estimated to be higher than average, during the transition.
Rather than focusing on the minimal product changes being made, Social Media and Community teams suggested a different approach. Why not highlight the qualities of our award-winning travel card which remained unchanged?
We started with the question, "What is it about the experience of travel that drives our cardmembers' passion?" We discussed the emotions that travel evokes, especially the feeling when one arrives somewhere new. From there, we explored what it means to "arrive" as a symbol of status, connecting the existing social sentiment (#IHAVEARRIVED) to the way the Arrival card and its features enable and empower our cardmembers to have these same moments.
Our primary objective of the campaign was to promote and encourage positive product sentiment through proactive messaging of core featured benefits. This would be measured by a reduction in complaint volumes and an increase in positive social sentiment surrounding the brand.
Our secondary objective was to build loyalty and advocacy through an engagement campaign with our cardmembers and community members. This would be measured by content consumption & engagement on social media and within the community, content amplification, and cardmember behavior analysis.
Our strategy and tactics for our community
Strategy for #IHaveArrived content focused on two types of content: #IHAVEARRIVED "moments" and Arrival product benefits
Content was posted across the following channels:
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