JASON KRESS

Capital One Brand Social

Having spent such a large part of my professional career on this project, it’s tough to pick a place to begin. I was tasked with building out Capital One’s entire (small but strong) enterprise social team from scratch. After hiring art directors, copy writers, staff photographers and an entire analytic team, we set out to be one of the first in-house creative teams in the companies main headquarters. We started with building out cohesive brand voices for close to half a dozen card products and delegated how they lived on social. When we weren’t creating up to ten or more social posts a week, in real time, we were testing, analyzing and doing more testing. We built and supported a real-time listening team, staffed a war room for massive sponsorship installments such as the Final Four Tournament, ESPY’s, Orange Bowl and several major professional sport teams.

Working with legal, we were able to creatively adjust to some of the strictest parameters a Fortune 50 company could throw at us. We doubled followership in the first year, launched on three new social platforms and were one of the first five companies given the opportunity to post sponsored content on Instagram. What started out as a very humble effort, we were able to foster and grow our output to near 100% original content that netted an increase in every datapoint we were measuring against across the board.

  • Expanded Facebook followers from 8MM to 22MM
  • Oversaw the Instagram account launch / 25,000+ organic followers in one year
  • Capital One was one of the first five advertisers on Instagram
  • Improved positive sentiment by ~80% across all accounts in two years
Tumblr and Pinterest Platform Launch
Instagram Platform Launch
Father’s Day and Summer Campaigns
Venture Travel Campaign
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