Credit One Bank
Media|Creative & Production|Analytics
Driving awareness and applications in a sea of sameness
The Situation
Credit One Bank, the fastest-growing credit card issuer in the U.S., engaged Hawthorne Advertising to help guide the brand into direct response TV, both creatively and with media targeting. A breakthrough, integrated advertising campaign was needed as a growth driver to complement years-long direct mail, email and affiliate marketing campaigns.
Hawthorne's Solution
Hawthorne developed the award-winning “TMI” (“Too Much Information”) TV creative campaign by uncovering a key behavioral insight: consumers are reluctant to share “too much” private information when applying for a credit card. The brand’s latest online tool was specifically designed to streamline and simplify the typical application process. This created a clear and powerful differentiator among major competitors.
Hawthorne partnered with Credit One Bank to develop a classic test market versus control market design across linear TV, Social, CTV, Radio and Out of Home.
The Results
The breakthrough campaign generated significant response with a 3x lift in test vs. control markets for new credit card member acquisition.
Credit One Bank and Hawthorne attributed a positive, incremental lift in new credit card accounts to Hawthorne campaigns in three key areas:
- Via paid search(ranging from 7% to 12% lift depending on market)
- Organic site visits(ranging from 4% to 9%)
- Direct mail where test markets saw 85% higher response rate increase versus the control markets — far exceeding Credit One Bank’s goal
The campaign expanded to include national media, major sponsorships and event marketing with impressive brands including NASCAR, the Big 12 Conference and Vegas Golden Knights.
brand success? Look to the hawthorne team
