As an extension of the AMEX Shop Small campaign encouraging cardholders to buy from small, local businesses, we used the power of digital technology to connect members directly with stores and services in their neighborhoods. We utilized global assets to localize for Australia and the UK via DCO (dynamic creative optimization) strategy. Employing data like geotargeting and passion points, the rich media banners with an animated small town on a credit card and real-time Google maps served custom messaging and offers.
Results: DCO banners outperformed non-DCO units by 38% in Australia and 58% in the UK.
