Instead of just telling business owners they get 80,000 points for signing up, we came up with a new product and created it using those 80,000 points.

We came up with the idea for a new kind of doughnut and partnered with a Chase Ink customer—Doughnut Plant, a small business based in New York—to make this creation and sell it in their stores. Then we documented the whole story as it became a genuine food craze and proved our message for us.

We came up with a completely original, brand new kind of doughnut, The Ripple, and partnered with Doughnut Plant owner Mark Isreal to create it using materials bought with just 80,000 points from his Ink card.

Then we released the Ripple on Instagram, and within hours, it was appearing on food blogs and culturally influential sites around the world. The Ripple became famous through blogs, TV and social media and was one of the most instagrammed foods of 2016.

We then revealed that it all started with points from a Chase Ink card. We told the story of the Ripple through video, radio, print, digital, OOH and sponsored-content partnerships with the Wall Street Journal and Business Insider.

Using just 80,000 points (the equivalent of $800 at base value), Doughnut Plant garnered more than 52 million media impressions. That’s an ROI of 99,400% totaling more than $796,000 in earned media. It goes to show that a single Ink reward point, can be worth up to $9.95 when redeemed in the most creative way.

Furthermore, in telling the story of Doughnut Plant’s success, the Chase For Business “Power of Points” campaign has generated more than 130 million media impressions across social platforms and programmatic buys. Video alone generated nearly 100 million impressions, surpassing video completion rates by 4XD and 2X on Facebook and Instagram respectively.

Beyond mere impressions, the campaign offered programmatic display that outperformed click-through benchmarks by 26%, driving more than 10K landing page visits, with 27% of those visits resulting in deeper engagement on the site.