Discover Gift&Get App
Feb. 6, 2014
Team members: Jennifer Rowland - DraftFCB, Executive Vice President, Group Management Director, Shaun Pallardy - DraftFCB, Vice President, Management Director, Christine Cotter - DraftFCB, Account Supervisor, Digital, Ryan Page - DraftFCB, Vice President, Creative Director, Matt McBride - DraftFCB, Associate Creative Director, Paloma Cortez - DraftFCB, Art Director, Ben Santoriello - DraftFCB, Copywriter, Jill LoPresti - DraftFCB, Associate Creative Director, John Francis - DraftFCB, Art Director, Mobile, Andrew Ekland - DraftFCB, Senior Project Manager, Jennifer Polan - DraftFCB, Project Manager, Nicholas Kraska - DraftFCB, Manager, Development, Print Studio, Aaron Maly - DraftFCB, Manager, Development, Print Studio, Devin Barth - DraftFCB, Front End Development, Print Studio, Ben Murphy - DraftFCB, Director, Technology, Print Studio, Chris Vuletich - DraftFCB, Lead Developer, Print Studio, Fernando Espejel - DraftFCB, Vice President, Director of Mobile Platforms, Maggie Wilson - DraftFCB, Community Manager, Christi Sodano - DraftFCB, Community Manager, Brendan Fitzpatrick - DraftFCB, Senior Strategic Planner, Julia Tang - DraftFCB, Strategic Planner, Dan Korpolinksi - DraftFCB, Senior Vice President, Analytics Director, Jenn Asai - DraftFCB, Analyst, Dan Gingiss - Discover, Director, Digital Customer Experience and Social Media, Richard Brown - Discover, Senior Marketing Manager, Social Media, Cassandra Clark - Discover, Social Media Manager, Laura Blase - Discover, Senior Associate, Social Media, Colleen Delaney - Discover, Senior Associate, Social Media
About this entry
During the holiday season, Discover needed to spread the word about ShopDiscover, their shopping site, where Cardmembers could rack up extra Cashback Bonus® just by shopping online. But, at a time when shoppers are inundated with options and offers, consumers needed a guide to help them start. Discover approached DraftFCB with a challenge: ensure Cardmembers were aware of the benefits of ShopDiscover and make sure Discover card was top-of-mind with Cardmembers deciding where to shop for the holidays. And, with Discover’s approach to social media, we had to generate tangible results that directly affected their bottom line.
The solution was the Discover Gift&Get Facebook application—a one-of-a-kind app that would not only drive traffic to ShopDiscover and result in increased sales, but also let Cardmembers use their friend’s Facebook Likes to help them choose the best places to shop for their friends and family while earning extra Cashback Bonus.
The integration with Facebook’s Open Graph allowed the app to make the best recommendations based on information available in Facebook user public profiles. Collectively, the app addressed two common pain points of holiday shopping: trying to save money and finding the right gifts for friends and family.
Cardmembers were able to find out how much money they could earn at select merchants through the app’s ShopDiscover Cashback Bonus® Calculator. And, by allowing Facebook to access their profile information, Cardmembers could select a Facebook friend to shop for and see custom merchant suggestions based on that friend’s Facebook Likes. The app’s seamless integration with the ShopDiscover platform let Cardmembers easily complete their purchase and get great value while shopping online.
By using Facebook-promoted posts with Custom Audiences, we successfully reached and engaged with Cardmembers, ultimately driving app usage and ShopDiscover trial, all leading to an incremental lift in sales.
The case for why this entry should win a Shorty
Together with Discover, we see proof that leveraging Facebook for The Discover Gift&Get App was a huge success. We were able to articulate the benefits of ShopDiscover to Cardmembers, demonstrate value to merchants and, most notably—convert ShopDiscover never-users to users.
• 4.5 million Cardmember impressions
• 5x more users tried ShopDiscover for the first time through the app than through traditional communications
• 1-in-5 visits to the app resulted in a click-through to a ShopDiscover merchant site
• Nearly 10% of previous non-users ended up making a purchase after engaging with the app
• Visitors from the app spent 2x longer on ShopDiscover.com
• 77% of users who launched the app, then executed a search
• 45% of users granted Discover access to their Facebook data
• 90% of searches were matched to relevant merchants