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Co-brand with Confidence


Driving Usage
Beyond the Brand

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Co-brand with Confidence


Driving Usage
Beyond the Brand


Encouraging World Spend to Boost
Co-Brand Card Engagement


As one of the world’s largest retailers, Gap knows a thing or two about building brand loyalty.  They understand the value of their co-brand card’s rewards program and the connection between card usage and brand engagement.

However, there are several challenges to overcome in order to increase spending beyond the brand.

  • Confusion about card acceptance

  •  Other payment options available to cardholders

  • Awareness of reward program and earning structure

To help boost world spend, Gap worked with Media Logic to develop a usage campaign that would overcome these obstacles. In addition, a variety of components were created, using a variety of strategies.

Strategy 1


Value of offer

Strategy 1


Value of offer

Determining what type of offer to use in a promotion is key. And what works best can vary, depending on the audience, the co-brand, the marketing environment and more. That’s why it’s important to continuously test different offers.

In this campaign, Gap used two different earn offers to help determine which one most effectively – and efficiently – would drive usage.

Strategy 2


Length of offer

Strategy 2


Length of offer

Another variable that can drive engagement is the length of the offer. In this example, Gap tested two offer approaches – one that offered rewards that were pushed out on a bi-monthly basis over 6 months, and another that offered rewards for a period of 6 months but were communicated at the same time.

Strategy 3


Spend Category

Strategy 3


Spend Category

Sometimes, focusing on a specific merchant category is the most effective way to boost awareness and world spend. Another approach is to not make the offer dependent on a specific category, but to provide a few category examples so cardholders can self-determine where they use their card.

Since receptivity to offers can play a big part on which approach works best, it’s important to test different approaches, as Gap has done here.

Strategy 4


DM vs. EM

Strategy 4


DM vs. EM

In addition to the offer strategies, another factor to look at is the medium in which the offer is communicated. Gap promoted their offer through direct mail and also through email.

In this case, the effectiveness of the campaign is not only measured in the dollar amount of world spend usage, but also in the ROI of the media chosen.


Gap understands the importance of constant testing in order to find effective ways to drive world spend. They also know that encouraging co-brand cardholders to use their card beyond the brand not only increases card usage, but also boosts card loyalty.

By linking world spend to incremental co-brand rewards, cardholders will be more likely to keep their co-brand card top of wallet.

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The Agency


Who is
Media Logic?

The Agency


Who is
Media Logic?


We are a financial services marketing agency with extensive experience developing marketing strategies and creative executions for co-brands across a wide range of vertical businesses and brands.


 

We go BIG on partnership.

 

Financial


sponsorship


hospitality


Retail


Airline/Cruise lines


Automotive

 

We make things happen.

 
 

We are the perfect mash-up of
STRATEGY and CREATIVE.

 
 
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Contact


Get to know us.

Contact


Get to know us.

Jim McDonald, Director of Business Development

If you have a specific co-brand need or just want to learn more about Media Logic, email Jim McDonald or call 866.353.3011 x274.