Discover
Digital + direct campaigns
When I was with FCB, our key role as Discover’s digital AOR covered a lot of ground. From building toolkits and UI guidelines to executing direct-to-consumer emails campaigns for both the credit card side of the business and the lesser-known bank side, we ran the gamut. And we tested a lot of different methods: email type and frequency, campaign landing page elements, social media platforms, in-app cross-selling, and more.
Using social as an acquisition tool for the breadth of the Discover Bank offering opened the door to a wide variety of creative concepts. We spoofed dating apps to target a younger, not-as-savvy Cashback Debit audience. We explored FOMO to attract new Online Savings Account customers. And we used graphs (in a fun way!) to highlight the no-brainer benefits of Discover CDs
My roles: Concepting, storytelling, creative direction
What’s New Cross-Sell
Cross-selling products via the app experience was a great way to add interest and personality to an otherwise very transactional interaction. We developed a content calendar worth of What’s New posts that would appear on the app’s load screen and change seasonally, enticing potential new customers at key points in their everyday lives. From spring cleaning to back to school shopping, we pulled the brand language through in strong, impactful ways.
