American Express Middle East · Middle East · 2025
AMEX premium — finding HNWIs without first-party data
The challenge
CRM and first-party audience data could not be used on the advertising platforms — causing rapid audience saturation on premium card acquisition.
The approach
We used Merkury's YouGov audience segmentation to build lookalike audiences of high-net-worth individuals from premium lifestyle indicators: luxury goods interest, frequent international travel, and engagement with premium travel destinations.
The impact
Cost per lead fell 31% using Merkury audiences, and lead-to-qualified-lead conversion improved 64% — 23% against a 14% benchmark (2025). A constraint nearly every financial marketer in the region now faces, solved.
Services
More like this
AMEX — rebuilding the funnel, tripling the leads
3x
organic lead volumes
Al Hayrat — making saving something to celebrate
~10%
growth in customer base
Financing Rewards — three products, one irresistible offer
BD 15,000
financing win-back prize, up to