Bank of America taps travel influencer to promote its Preferred Rewards program

BCW, a full-service global communications agency, developed an influencer-based campaign for Bank of America to promote its consumer loyalty program, Preferred Rewards, already ranked among the highest in the financial services industry. Seeking to raise awareness above the cluttered loyalty program space and help affluent consumers understand how the program benefits them in their daily lives, BCW executed a holistic influencer campaign starring travel expert Lee Abbamonte, the youngest American to visit every country in the world (along with the North and South Poles). The campaign has won the top prize in the “Influencer Campaign” category of the PR Daily Awards.

The campaign sought to increase client satisfaction and retention at Bank of America, boost program enrollment by half a million and build positive perceptions of the program on social media. The team engaged Abbamonte for a full year of content production, including a social video series, long-form blog content and media opportunities.

The campaign helped contribute to a member satisfaction rating of 85% and a retention rate of nearly 99%. The “In :60” videos Abbamonte produced in partnership with the bank have generated more than 375,000 organic impressions and more than 37,000 engagements across social media, and more than 70% of comments mentioning the bank across Facebook and Twitter have been positive.

Congratulations to Matt Miller, Hayley Flatley, Ali Karp, Maureen Ray, Meredith Beyer, Aine Dowdall, Madison Behm and Sydney Heile.