Creative Brief:
Email marketing follow-up which ties in to a cross-country TV spot highlighting Capital One’s Eno AI service. The client requested images pulled directly from the ad while informing the customer about Eno’s features with a CTA to sign up.
Experience and Results:
My team called out concerns with making the ad too heavily based on the TV-spot in case customers hadn’t seen it. This added an A/B test to the project in order to test a general design against two designs based on the commercial. We sent the three different versions out on a 33-33-33% split for the first drop and discovered the general/product-based creative performed significantly better than the two ad-based messages. The winning creative was used for all subsquent drops. Overall, over 12.5 million customers were reached before the campaign’s end.
