Macy's, Inc.: Account Activation

Heinrich's branded approach beat Visa's off-the-shelf creative by 27%.

Federated Department Stores and Visa wanted to motivate Macy's Visa cardholders to use their cards outside of Macy's stores. A 47,000 piece test pitted Visa-designed mailers against Heinrich-designed mailers. Elements of both sets of mailers were the same except for one: the creative. Heinrich chose to streamline the message and emphasize the Macy's brand. Heinrich's creative beat the Visa approach by 27%. Success was attributed to the simplified message, captioned photos and the "Macy's first" approach .

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