Expand Your Business toCross-border Tourists in Asia
Case Study:
American Express

Switching on theGrowth Engine
American Express
Cross-border Marketing Campaign

Campaign Background
Chinese consumers made more than 55 trillion yuan ($8.4trillion USD) on card payment*, and China is expected to be
the largest card payment market in the world by 2020. The
credit cards are widely used for local purchase, digital crossborder commerce, and purchases made while traveling abroad.
To increase the number of card issued in China, AmericanExpress took a big step ahead of the market by promoting theoverseas advantages of American Express credit cards.

August 2016 – December 2016

• Increase overseas transactions• Identify potential credit card owners*Source: Reuters360° Cross-border Mobile Marketing Solutions: American Express
Seamless Travel Journey Targeting

Before Trip：
Passport Bearers

During Trip：Tourists
Encourage Local Spending

Stimulate Travel Interest

Delivering offers from local
merchants to lead tourists fromonline traffic to physical stores,
and make purchases withAmerican Express cards.

Targeting the only 5% passportbearers in China with aiming toincrease brand awareness andencourage before-trip purchase,e.g. hotel booking and travel services.

After Trip：Potential Card Owners
Enhance Brand Loyalty

Identifying audience who shown interest in American
Express products in both before- and during-trip.
Retargeting is implemented for continuous
communication with the targeted audience.

Strategy : Identify Customers with Great Value
With tracking the users’ mobile behavior from their entire journey (before-, during-, after-trip),
we can identify the potential customers with great value.
During Trip :Tourists

Device Behavior
Month - Trip typeDeviceID

Before Trip :Passport
Bearers

After Trip :Potential
CardOwners*image is for reference only

Utilizing Dashboard to Analyze Data & Get Insights
Vpon’s visualized dashboard provides instant supports to drive the best results and optimize the performancewith real time data

Website Offers Analysis

Campaign Performance Analysis

Campaign Strategy Analysis

Location Analysis

Source: Vpon Big Data GroupBefore Trip : Stimulate Travel Interest
Creative:
Hotel Offers

Target Audience:
Passport Bearers

Average CTR* Comparison by Creative Theme
Interstitial

TargetingCities

2 influential factors dominating the performance :• Distance of the targeting cities to travel destination• Price of air fares and available flight routes*CTR of interstitial ads

During Trip : Encourage Local Spending
Creative:
Cash Rebate Offer

Target Audience:
Tourists

Average CTR *Comparison of Targeted
Audience

Retargetthe tourists
from theBefore-Trip
phase

Target thetourists intravelingregion
New Tourists*CTR of interstitial ads

Retargeted Tourists

After Trip : Enhance Brand Loyalty
Creative:
Local Offer

Target Audience:
Potential Card
OwnersAverage CTR* Comparison by Retargeting
Audience from Korea and Japan*CTR of interstitial adsOptimization Strategy : Go beyond CTR to Deeper Levels
Conversion increased 1500% due to UI revision on landing page

Vpon Data CRM
This successful campaign goes beyond
the CTR optimization. Thanks to the
Vpon Data CRM, we can gain acomprehensive understanding from theusers’ interactions, and then adjust
delivery and targeting strategies in due
course. Users’ interactions include:

Change the call-to-action
button from “Learn More” to“Register Now”

立即注册(Register Now)

45%
Exit Rate

1500%Conversion••••Average time spent on landing page
Bounce rateExit rate
Frequency of creative replacement

Campaign Result
The cross-border marketing campaign successfully encourages tourists to purchase withAmerican Express cards.

Increase in Number ofOverseas Transactions* Performance within a quarter

Increase in Overseas
Transaction Revenue

Contact Us
Advertisers

sales.global@vpon.com

Publishers

bd.global@vpon.com

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