A thank-you campaign across 8 markets
Our client builds core internet infrastructure and sells almost entirely through a reseller and integration partner network. Every year, the partner team sent an appreciation gift to its top accounts. For the past two cycles that had meant a generic e-gift card email — low effort, and it showed in the numbers.
The brief
Going into a renewal-heavy quarter, the partner team wanted something that read as "we know you specifically" to around 340 top-tier contacts spread across 8 markets in North America, Europe, and Asia-Pacific — without the customs delays, cultural missteps, or shipping costs that usually make global gifting painful.
What we built
We segmented the list by region and sourced gifts appropriate to each market — swapping out items that don't travel well culturally, adjusting for local taste, and using local production and fulfillment in 3 of the 8 regions instead of shipping everything from Toronto. Each kit shipped with a printed note referencing a specific, real detail from that account's relationship history, pulled from the partner team's CRM notes rather than written as a template.
Results
Kits landed six weeks ahead of the partner team's quarterly business reviews. In the following partner satisfaction survey, NPS rose from 61 to 78 — a 27% lift — and three account managers independently mentioned the gift as an icebreaker in renewal conversations that quarter. Sourcing and fulfilling locally in the 3 regions also cut average delivery time from 19 days to 8, which mattered as much to the partner team's stress level as it did to the partners themselves.
Why it worked
The e-gift card had been fast and scalable but said nothing. Replacing it with fewer, better-chosen items and a note that proved someone had actually read the account history turned a compliance-calendar task into something partners brought up on calls unprompted.