Reaching the Chief Family Officer
How do you highlight standout benefits in a crowded credit card market?
American Express needed to launch its refreshed Blue Cash Preferred Card in a way that highlighted its unique benefits - discounts on streaming services, transit and groceries - and reached a unique target that manages a modern family household.
Using data and human insights, we created the "Perfect Night In" campaign to highlight the new card benefits and connect with the most relevant audiences.
We partnered with actor Kristen Bell, a self-described homebody, to help us create the Perfect Night In.
Bell shared her family's favorite pizza recipe and engaged her fans on social media channels to highlight the new benefits.
Our multi-channel campaign focused on understanding the target audiences stack and reaching them through relevant outlets.
Bell hosted a launch event with streaming partner Hulu, also the home of her newly rebooted Veronica Mars show.
Bell used her social media channels and personal connection to the new card benefits to reach our key audience.
A targeted paid media campaign helped put the content in front of a large, relevant audience.
Perfect Night In recipes helped secure coverage in key publications for the target audience.
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0 kclick-throughs to the Blue Cash Preferred Card details page
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