Citibank reached credit card users in India on Amazon

Citibank India is an overseas branch of Citibank NA, which is part of Citigroup, a multinational financial services corporation headquartered in the US. Citibank wanted to generate awareness and reach new customers for their Citi Rewards, Premier Miles, Cashback and IndianOil credit cards.

Reaching credit card users with display ads

Citibank credit card users are generally digitally savvy, younger adults and affluent working professionals. They worked with Amazon Ads team to help reach relevant audiences including signals like audiences looking for luxury beauty, electronics items, appliances and fashion accessories from premium brands, travel accessories and international SIM cards. They also used additional signals like purchase propensity and age-range of 25+ years in select cities to reach relevant audiences.

Audiences engaged with display ads on the homepage, Amazon Pay page and on the thank-you page (post-payments page) slots. Citibank’s ad creatives featured the membership benefits of the card. Consumers who clicked on the ads were directed to the Citibank webpage where they could learn more about their credit cards, and interested consumers could also share their contact details with the brand.

Delivering relevant leads

The campaign delivered 340 million impressions and 15% of the generated leads were found to be relevant. 9% of the generated leads got the credit cards.

“Through collaboration with Amazon Ads team , granular testing, detailed measurement and periodic optimisations throughout the campaign, we were able to reach out to relevant audiences through various proxies such as browsing and purchase signals, which drove efficiencies in our campaign and enabled us to achieve substantial scale.”

– Arnika Dixit, Country Head, Cards, Unsecured Lending and Payments, Citibank

Whilst Amazon Seller Services Private Limited (“Amazon”) has used reasonable endeavours in compiling the information provided, Amazon provides no assurance as to its accuracy, completeness or usefulness or that such information is error-free. Amazon does not guarantee similar results for prospective brands as the results are dependent on various factors which are not under Amazon’s control. Amazon hereby disclaims any and all liability and assumes no responsibility whatsoever for consequences resulting from use of such information. You agree to use the information, at your own risk and expressly waive any and all claims, rights of action and/or remedies (under law or otherwise) that you may have against Amazon arising out of or in connection with the use of such information. Any copying, redistribution or republication of the information, or any portion thereof, without prior written consent of Amazon is strictly prohibited.