While Amazon topped the competition with a massive 115.2 Million site visitors during Q4, their lead on rivals is greatest within mobile—almost 3x the reach of their next closest rival. With consumers flocking to Amazon across all devices, we began by crafting a multi-platform program that would engage consumers regardless of their digital access point.

We injected ease into the difficult process of finding gifts with an interactive gift finder tailored to a variety of potential recipients, for example: “Colleague” + “Movie Buff”. For active shoppers on the desktop site, we built out a gift aggregator that surfaced the top selling toys of the season. A highly targeted registration drive for Shop With Points—functionality that enabled users to pay with their ThankYou points instead of burning through cash—led to over 120,000 Citi customers to sign up. Lastly, a cross platform promotion gave cardholders $10 back to spend on themselves for $50 spent on loved ones.

Results were off the charts. Kindle users spent 34% more time with Citi’s gift finder than any other kindle ad. 80,000 shoppers who visited the toy aggregator went to Citi’s site to learn more about card offerings, while Shop With Points spending powered more than $8,000,000 in merchandise sales. Last but not least, the promotional offer led to a 25% increase in transaction values.