American Express - Building Global Advocacy
Completely relaunching the Amex brand all over the world creating it's largest global campaign ever and redefining what the company is all about in the modern world.
Our global "Don't Live Life Without It" campaign, was featured in 740 industry articles and generated 5.9 billion impressions, driving unprecedented growth and customer acquisition.
We helped American Express get out the message as they invested millions backing communities online and off. For example, investing in art and music industry offering music artists and fans the chance to access financial support, mentorship or other tools to help them succeed. Also connecting music fans with their favorite bands, rewarding them for their support of the live music scene.
These efforts significantly enhanced American Express' brand presence and consumer engagement, reinforcing its reputation as an inclusive, community-focused company. The message was that American Express is all about BACKING AND SUPPORTING people with passion and changing from “Don’t leave home without it” to a more transformational and experiential “Don’t LIVE LIFE without it. “ .
We proposed an even GREENER card that supports a climate support fund and gives a percentage of every purchase to help with Climate Initiatives that we partner with.
We embraced and supported all those who are new to their endeavors by embracing being a newbie.
We communicated our commitment for powerful backing for our customers (and potential customers) in travel and experiences at every step of the consumer journey, We utilized TV, Films, Concerts, PR events, but we also focused on content marketing through blog posts, articles, SEO, social media marketing, and digital ads to attract a broad audience. We used email marketing with specific backing offers, lead magnets like eBooks and guides, and webinars on personal finance support etc. We provided customer testimonials, and virtual demos and sent personalized follow-ups with special backing offers, We highlighted third-party reviews of others who got backing from Amex, detailing product information on their site. We also streamlined the online application process and offered robust onboarding support. Finally, we focused on exceptional customer support, promoted loyalty programs and encouraged referrals through bonuses and incentives.