Delta gave us a year to acquire
1 million new cardmembers.
Daunting? Yes. Doable? Also yes. For starters, we knew those who already had a Delta Skymiles card were happy. But why?
Turns out, while Cardmembers loved racking up miles, what they loved more was all the amazing places they could go see with those miles.
1 million plus new cardmembers in 2018. Followed by another 1 million plus in 2019.
We took that human insight and came up with the Oh, The Places You’ll Go strategy. Put simply, to attract more cardmembers, we made sure each piece of creative lured them in with imagery that featured incredible, bucket-listable destinations. They weren’t just earning points anymore, they were earning new experiences in new places.
We then designed and built a website that aligns our strategy with Delta’s segmentation data. It allows us to target multiple channels with an ongoing integrated campaign featuring overlapping, always-on messaging. We call it the Acquisition Machine, because it’s fine-tuned to do just that.
The result: Over 1 million new cardmembers in 2018 followed by another 1 million plus in 2019.
They weren’t just earning points anymore, they were earning new experiences in new places.”
Want to hear about the shout-out we got on
the Investor Call this year?