American Express – Cash-Back Calculator
Campaign Overview
American Express Platinum Personalized Cashback ; 23M Impressions, +10.8pts Brand Lift. American Express used Amazon personalization to launch a Cashback Calculator, estimating customers’ potential rewards and simplifying the value proposition for Platinum Cashback Card sign-ups.
Client: American Express | Year: 2019 | Location: UK
My Role: Senior Art Director
Full Case Study
Mobile frames of the user experience created on Amazon. featuring real dynamic cashback per customer's spending history.
The landing experience on Amazon.
hero images curated to align with American Express global brand toolkit.
Media messaging and example of the campaign as a customer saw it.
Mobile frames of the user experience we created. Showcasing the cashback amount and equally what they could have put that towards to really hit home the message.
The Fire Tablet wake screen experience is aimed at leveraging the connected device prime customers.
Case study
Challenge
Amex needed to increase sign-ups while educating users on cashback benefits. The challenge was to simplify complex financial information into a personalized, engaging experience that demonstrated immediate value.
Insight
Consumers respond better when rewards are contextualized to their personal spending. A data-driven, personalized tool could drive understanding, engagement, and conversions simultaneously.
Idea
Build a Cash Back Calculator using Amazon’s personalization platform, estimating cashback per user and linking directly to sign-up flows for the Platinum Cashback Card.
Execution
Personalized ads targeting defined segments.
Custom landing pages with calculator embedded.
Optimized mobile experience for Fire tablets and Fire TV.
Innovations
First global use of personalized customer data for financial education.
Device-specific optimization increased engagement.
Direct integration with sign-up journey for seamless conversion.
Impact
23M impressions; 62K click-throughs (0.27% CTR).
1.5x YoY engagement growth.
+10.8pt lift in consideration for Platinum Cashback Card.
82% of opt-ins proceeded to sign-up; 96% traffic from mobile devices.
Credits
Senior Art Director: Matthew Swan
Program Manager: Nick Robinson
Brand Strategist: Richard Kirk
Design Technologist: Armand Biteau
Creative Director: Shabeeb Kutteery