temp-photo
temp-photo
temp-photo
temp-photo
temp-photo
temp-thumb
temp-thumb
temp-thumb
temp-thumb
temp-thumb
THE BIG IDEA
Develop a tactical marketing campaign on LinkedIn that positions AmEx credit cards as a celebration of success.
Users who had updated their designation in the recent past were targeted with AmEx advertising that encouraged the user to celebrate the new positon in society and career with an AmEx credit card. The Amex card was a reward the user could indulge in for having realized their potential.

Amlify the campaign with a Member Get Member program by incentivizing referrers
Users could recommend this card to associates in their network.
Each conversion would yield the referrer rewards in the form of AmEx reward points or merchandize. 


EXECUTION
Depending on work experience & designation, users saw specific credit card creatives basis their likely eligibility. The product decisioning was done real-time using data LinkedIn database and smart ad serving. Depending on response to the ad, the users were  shown custom messages during their subsequent sessions on LinkedIn.

We designed a referral engine that allowed users to select and nominate upto 15 associates on their network. The interface was simple. Users just had to select their associates by ticking a check box. Referrers did not have to fill any contact fields. An automatic recommendation e-mail was sent on behalf of the referrer encouraging the referee to apply for the card.

The benefits of applying for the card & referring people was detailed out crisply.
The campaign was integrated seamlessly with the AmEx backend to ensure that users applying through this program get a special discount on membership fees


Amex LinkedIn
BRIEF
American Express wanted to generate buzz is social media around its credit card portfolio to build awareness & generate prospects
 


INSIGHT
AmEx needed to give consumers a hook in order to build engagement in a low involvement category.
The challenge is to do it while keeping the iamgery of AmEx cards as aspirational intact. 


RESULTS

  • The campaign generated over 40000 referrals.
  • On an average, each user recommended more than 8 people on his/ her network. 
 

Google Analytics SEM Social Media Information Architecture Technology Creative Campaign Creative SEO