The Challenge:
To help their bottom line, AMEX needed to encourage customers to “spend” their accumulated Membership Rewards points on gift cards and items from their physical rewards catalog rather than cash rewards.

The Strategic Solution:
Using member data we defined several specific segments of customers, identified their needs and interests, and matched them with relevant items and brands, which we showcased in versioned emails and print catalogs. The same data insights empowered us to carefully select photography and craft outcome-focused headlines, that together created an authentic connection to our audiences, stopping them long enough to draw their attention to a curated collection of items that they truly wanted.