The essentials are more rewarding

Bank of America wanted to promote their new credit card on social platforms. However, instead of just touting a 3% cash back message, we wanted to show that using this card could mean so much more. Each purchase could be an “essential”. Not just a utilitarian item, but something that makes us feel happy, inspired and excited. As a way to show these prospective shoppers they weren’t alone, we tapped into real-life data to inspire people to look at the essentials in a new light. Whether they needed it for home, work, a vacation or a holiday gift, their purchase could be more rewarding. And it all started in the place that was built to inspire: Pinterest. We created content that was custom designed, shot and styled to feel like it was part of a Pinterest board. Along the way, we evolved the content and message to target prospective shoppers in Instagram and Facebook, streaming TV and more all with a simple message: Bank of America makes buying the essentials more rewarding.