• Situation

The Personal Card Annual Credit is a perk available to individuals who have an American Express Corporate Card through their employer. Once they apply and are approved for a Personal Card, they receive an annual statement credit, making Card Membership considerably more rewarding. Through its research, American Express found very low awareness and understanding of this program, so it set a goal to educate Corporate Card Members of this perk and entice them to apply for a Personal Card.

• Brief

American Express sought to entice their Corporate Card Members to apply for a Personal Card by educating them on their exclusive access to an annual statement credit.

• Objectives

Increase American Express Card Membership

Increase American Express Card Member loyalty

Primary KPIs:?

Cost Per Acquisition

New Account Acquired (Personal Card Applications)

To educate Corporate Card Members about the Personal Card Annual Credit, show them the different statement credits they’re eligible for with each Card, highlight the welcome offer, and entice them to apply now. We had to streamline the numerous messages competing for attention, into an elevated design and single message that held across all channels and executions. The streamlined message focused on exclusivity: “For Corporate Card Members Only.” This message was paired with an elegant, premium look and feel, as well as an animation that we recreated in Direct Mail form, creating a seamless experience across all touchpoints, while always providing a CTA to drive Card Members to a landing page where they could view details of each Card and its respective statement credit benefit.

• Target audience (consumer demographic / individuals / organizations)

Eligible American Express Corporate Platinum, Gold, and Green Card Members

• Approach

Educate the Corporate Card Member about their eligibility for this exclusive perk, providing enough touchpoints to pique their curiosity, and giving ample opportunities for conversion.

• Call to action

Learn More and Apply (Direct Mail)

View Offers (Display)

• Timeline

Q1 2021

• Placement

Direct Mail and Display (Facebook, Instagram, LinkedIn)

• Scale

Approx. 700K-800K

Display:?

Clicks: 98% increase from Q4 Campaign

CTR: .19% increase from Q4 Campaign

Direct Mail:

This was the first direct mail campaign for this program so there were no benchmarks to compare against this.