Personalized Members Case Study | Baltic Miles | Silverpop
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Loyalty company personalizes member experiences and increases usage by 5%

In this campaign, BalticMiles out competed against not only the industry, but most importantly, ourselves, tallying impressive open and entry rates. Our results show open rates up to 48 percent and a 22 percent entry rate. It’s a great beginning for future BalticMiles crowdsourcing successes.

Janis Zeps, Digital Marketing Manager, BalticMiles

The Company

BalticMiles is a leading multipartner loyalty program operating in the Baltic States and also in markets of Finland and Russia. It’s well known in the loyalty industry for its ambitious spirit and has already received several global acknowledgements, including two 2012 Freddie awards, which are considered to be loyalty-industry Oscars.

BalticMiles members can collect points for flights, hotel accommodations, car rentals, restaurants, beauty and spa treatments, health care, telecommunications and financial services, as well as by shopping at more than 450 international online merchants through the online affiliate program. Points collected can be exchanged for flight tickets, leisure and adventure activities, music downloads, and products from the BalticMiles online shop.

The Challenge

BalticMiles loves to give its clients more than they expect. Its clients see that and are more than willing to return the favor. Because of this, BalticMiles realized that it was well-equipped to become the first travel loyalty program to use its clients to generate ideas and become key developers of promotional campaigns.

As a first step in creating this program, BalticMiles employed social media to gather clients’ viewpoints. The campaign, which was called BalticMiles Brainstorm, allowed BalticMiles clients to contribute their ideas via Facebook. Each idea was instantly shared with the world, with the best concepts having the greatest chance to become the next BalticMiles campaign — and win 100,000 points for its contributor.

The ideas were wonderful in their diversity, and while there were many that stood out, BalticMiles decided there was one submission that it had to bring to life – a mission for existing users, rich with game elements and integrated with social media. When fulfilled, the mission would reward the user and lead to further objectives. The campaign was appropriately named “We Love to Give You More.”

To keep reading about BalticMiles and their success with IBM Marketing Cloud, download the case study.


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