Rewarding Jodi Batao, Holiday Manao has been the first of its kind contest in India, where Facebook users chose their favorite pairs, shared with friends for votes, and won holiday vouchers.

1. “Rewarding Jodi Batao, Holiday Manao
Contest”
CAMPAIGN REPORT: NOV 11 -30, 2013

2. Concept
Client: American Express India
Partner: Cleartrip.com
Agency: Digiqom
Target Group:
•Age group – 25 and above
•Urban, Online
• Young Working Professionals
•Interested in travel, lifestyle

3. Goal
Create awareness about the new American Express PAYBACK Credit Card which
combines American Express experience in payments with the loyalty benefits of a
PAYBACK Card.
The unique attributes of the Card are Double Dip benefits, wherein the card member
earns points from both American Express and PAYBACK Partner on their daily purchases.
This concept was mirrored for social media, where Facebook users were asked to
choose their favorite pairs, share with friends for votes, and win holiday vouchers.

4. Contest Flow
1.
2.
3.
4.
User clicks on the ad or Facebook post, lands on the app page. Click the ‘participate’ button to enter the contest.
User chooses from the existing list of ‘Jodis’ or creates one; message goes on the Facebook/Twitter timeline.
Friends of users click on the messages and enter the app to vote.
User could share the Jodi on Facebook or Twitter multiple times.

5. Points of Engagement

6. Display Ads

7. Stamp Ads

8. Posts on AmEx Facebook Page

9. Facebook Conversations

10. Buzz in the External Environment

11. Wall Updates by Participants

12. Shares on Twitter

13. Performance

14. Engagement
Observation: An increase in Engagement on the American Express Facebook Page during the Contest Period
An increase in Average Page Likes during the Contest Period

15. Demographics
Observation:
More Engagement in 25-34 yr old Segment
More participation from Top 7 cities

16. Growth in Traffic
Stories Published : Stories published by your App
Story Impressions : Impressions generated by Stories published by your App
Story Clicks : Clicks on Stories Published by your App
Observation:
The traffic on the App Content saw an increase in the second week of the Contest and witnessed a constant increase
thereafter
Maximum click throughs on the App Content happened in the first and last week of the Contest

17. The Big WIN
• Remarkable response and participation
• Extremely Viral, both on Facebook and
Twitter
• Users who created/chose Jodis : 1586
• Users who voted for Jodis : 9915
• 2233 increase in Page Likes
First Amex campaign to cross 10K user mark

18. THANK YOU