Achieving marketing objectives through multiple partnerships targeting innovative cardmember segments.


To increase credit card usage and brand loyalty, Chase developed a highly sophisticated strategy of targeted demographic and behavioral cardmember segmentation and had 100 days before the holiday season approached to implement a promotion.


Impressions identified, contacted and negotiated cardmember discounts with the best potential partners for each of the cardholder segments. We then created and executed a direct mail and statement insert program consisting of 12 distinct groups of special offers to 20 million cardholders.


The entire program was successfully executed in a three-month timeframe, and card usage was dramatically increased over the promotion period.

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