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Special Project

Special Project
From the 2nd Annual Shorty Social Good Awards

Barclaycard #ThanksGifting

Entered in Financial Services


Social-based holiday campaign designed to drive engagement – by asking Barclaycard Card Members and Social Fans to share who they're thankful for, why and how they'd show their appreciation (gift them) during 2016 holiday. Select cardmembers and non-cardmembers would receive Surprise & Delight experiences based on their messages

Strategy and Execution

Campaign strategy was meant to align with Barclaycard EDGe Strategy (Engage-Delight-Grow). Additionally, the campaign strategy supported the Barclaycard Magic Moments card member program that proactively empowers Barclaycard colleagues to deliver above and beyond customer service to our card members. Campaign Implementation approach was to curate social messages received from card members, then select cardmembers and non-cardmembers to receive Surprise & Delight experiences based on their #ThanksGifting messages for their loved ones. What made the campaign unique was having all of our proprietary Barclaycard card product teams, as well as our Partner card teams, engaged and at the ready to "gift" the "thanks" in real time. Some examples, a card member shared that she was thankful to her husband for helping her overcome her cancer battle. She requested her husband be thanksgifted an NFL experience for his favorite team. Our NFL ExtraPoints Card team donated tickets to her husband and their son to tour their team's stadium and attend the NFL draft live for their team. A Carnival card member shared her love for her sister and her children and her wish that they could join an already purchased Carnival cruise, but that they could not afford to join. We engaged our Carnival card member product team who purchased the cabin right next to her sister and the entire family traveled together. A Jet Blue card member shared that as a divorced dad of three girls who lived across different parts of the country, he hadn't been able to see them in a while. Our JetBlue card team donated three round-trip Jet Blue travel vouchers so he could visit all of his daughters.


The campaign far exceeded our expectations. We were only limited by our budget which was a total shoestring, but the response from our card members and social fans was overwhelming:

2,336 #ThanksGifting Messages

2.6M+ Social Impressions

2M Reach (unique people reached)

1M Engagements (shares, likes, comments)

50 card members (and their family members) gifted

Entrant Company / Organization Name

Barclaycard US