American Express
Amex Social
Two years leading Amex through a mini social revolution, across organic, paid and partnerships.
- Client
- American Express
- What we did
- Creative and social strategy, content production
The Story
Not long ago, if you asked people about American Express, you'd hear words like stuffy, elitist and old. We took that as a challenge.
After the pandemic, young people were spending more on travel, dining and entertainment. That gave us an opening to prove we understood them.
Organic Social
Forget platform tricks and tropes. We set out to overhaul everything and bring humanity and discovery to the feed.
Everyone's looking for inspo, and that's exactly what we delivered for Members. Clueing them into the best travel, dining and entertainment experiences locally and beyond.
We tapped into a global network of creators to bring the vision to life insanely quickly. New insights led to immediate action, on brand, on trend and on budget.
Paid
It's fun when the stuff that works the hardest takes some of the biggest risks. Like being anti anti-design, and letting writers write.
We transformed the way Amex sold the Member story and showed up on social.
Less polish, more point of view. Copy that sounded like a person rather than a brand, cut against footage that had somewhere to go.
Partnerships
Amex invests heavily in major sponsorships, some better known than others. Our job was to make all of them as big as they could be.
It's gotta be more than just the logo.
From legacy partnerships like US Open Tennis to new deals like F1, Amex is all about elevating the experience. Sometimes that's creating a little FOMO around an event. Other times it's bringing the excitement to viewers at home, or leaning into a social behavior.
The Outcome
Two years of it, and the work blew past every metric set for it. These became the top performing posts on Amex social.
Members would rather be shown something good than sold something clever.