Social Security Numbers (SSNs): SSNs are the unique codes assigned to most Americans at birth, which allow them to access their retirement benefits. While many Americans rely on the benefits accessed through SSNs to survive, awareness about them is low. A 2018 study by Massachusetts Mutual Life Insurance Company found that nearly 47% of Americans age 50+ don’t understand these benefits. Recognizing this need for education, Capital One’s Soundscape provides consumers with useful context about how to keep tabs on their SSNs through the CreditWise® app.

The Dark Web: The phrase “dark web” has become ubiquitous with the estimated 30,0000 hidden-sites living online that are used for nefarious and often illegal purposes. Capital One wanted to help customers by illuminating the ways in which important, personally identifying information such as SSNs and email addresses can be illegally distributed in this part of the web undetected by their owners.

“Co-creation is really critical, and finding partners [like []] who are really innovative… allow you to push the boundaries” - Sukhi Sahni, Capital One Director, External Communications & Consumer PR

The studio leveraged insights about consumer behavior with audio to inform the content and the user experience across digital channels.

For example, 70% of podcast listeners say they do nothing else while consuming an episode (Podcast Consumer 2019). Understanding this focused mindset, the creative studio strategically placed a longer version (:60) of the interview into mid-roll placements. As Capital One’s Liz Anderson put it: “I’m in the business of telling stories, engaging and educating on complex topics. With the podcast audience, you get people in states of flow to go down the rabbit hole with you on really dense topics. They are willing participants to be engaged.”