2025 GM Rewards Loyalty and Credit Card Relaunch

For 2025, our clients tasked us with creating a whole new take on our GM Credit Cards and GM Rewards loyalty program. We entered a new partnership with Barclays, moving from Marcus by Goldman Sachs — and migrated our Cardmembers from our larger portfolio of four credit cards — to one consumer credit card and one business credit card. We leveraged our years of loyalty and credit card experience — and leaned into relationship mapping and owner research — seeing how we could best create lasting and meaningful relationships with our Members and Cardmembers.

These insights led to a new value proposition, branding, CRM and messaging strategy.

Early results indicate strong momentum:

• 10.5k enrollments in the first 12 days of launch

• 19k clicks on our “apply now” credit card CTAs

• 509k visits to our site without paid media support — a 49.9% lift in total visits