American Express

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2016 American Express campaign

In 2016 American Express saw a decline in the billings of their Card Members. To reverse this, they needed a solution to help drive $40 million in billings. Our research showed that one of the main reasons for the billings decline was that many Amex Card Members weren’t clear about what benefits came with their card.

So we made it easy for them.

We created an online hub that provided Card Members with all the information about their card’s rewards, offers and benefits in a clear and simple way.

Driving Card Members to the hub

To get Card Members to this site, we created the ‘Be a Points Millionaire’ campaign. Simply by telling us what sort of Points millionaire they’d be, they had the chance to win 1 million American Express points on their card.

Results

This campaign more than doubled its target.

The increase in card usage by existing members has driven a projected $100+ million in incremental billings (way above the $40 million goal).

There was also 14% increase in Membership Rewards redemptions and an 81% increase in log-ins to the app.

The numbers were massive, with:

· 1,354,990 visits to the hub

· 327,552 unique visitors

· 36.4% return visitors

· viewed on average 8.15 pages per session

· average session duration of 3.08 minutes.

And an added bonus

What’s more, the hub had the unintended result of helping Amex sign up many new Card Members. There was over 11,216 new applications initiated directly from the site.