PROGRAM "BETWEEN FRIENDS"

A legion of brand ambassadors.

Since 5 years we have been developing, with the American Express team, the strategy and execution of its famous Member Get Member referral program.

CLIENT

AMERICAN EXPRESS

SERVICES

Strategy / Planning / Project direction / Content / Design / Web / Banners / Mailing / Production / Event organization …

01 CONTEXT

American Express wanted to expand its penetration in the Spanish market. The answer was in their satisfied customers..

The referral program already existed, but its full potential was not being exploited.

02 CHALLENGE

Use this program as a lever to expand market share.

03 SOLUTION

Applying the referral methodology marketing At Grabarte we detected the brand territories that most identified satisfied customers.

We focus the incentives on a series of exclusive experiences on those same territories: gastronomy, shows. music the mood, to name a few.

These events are created only for our best ambassadors, those willing to recommend the brand's products and access unique experiences that money can't buy.

04

DEVELOPMENT

Brand experiences + fidelity + acquisition = Entre Amigos Program

Every year Grabarte plans with American Express a series of actions that make up the recommendation program. All must meet the standards of exclusivity and high standing that the company represents..

Haute cuisine events with Michelin star chefs, world-famous companies such as Cirque du Soleil or the country's most renowned comedians and artists, among other spectacular formats.

American Express Members receive a series of communications during the months prior to the event, inviting you to participate.

Each experience has a landing within the corporate website, where we explain all the details of the current promotion.

The day of the event, everything is designed and planned to provide a perfect evening to attendees.

These actions have given excellent results, multiplied the community by 12 in just 5 years, increasing the loyalty and feeling of belonging of American Express Members.

05
DISCOVER THE
KEYS OF THE PROJECT

—— The program optimizes the investment remarkably. Not only is it an important avenue for growth; besides, It is a much more efficient channel.

—— The program connects with an audience that is very suitable for the brand and with very high consumption and permanence ratios. We achieve natural segmentation, so that not only the acquisition is optimized, but the customer profile is on average much better.

—— The program establishes an emotional bond with users. They feel cared for and valued by the brand. We help turn them into brand-lovers. In addition to acquiring, you are building customer loyalty.