Kristen bell credit dana lynn pleasant

Reaching the Chief Family Officer

How to Create the Perfect Night In
The Challenge

How do you highlight standout benefits in a crowded credit card market?

Image 2x

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.

Image 2x

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.

Image 2x
Hero
Group 2x
Image 2x

We partnered with actor Kristen Bell, a self-described homebody, to help us create the Perfect Night In.

Bitmap 2x
Bitmap Copy 2x
Bitmap3
Bitmap4
Hero

Bell shared her family's favorite pizza recipe and engaged her fans on social media channels to highlight the new benefits.

Image 2x

The Rollout

Our multi-channel campaign focused on understanding the target audiences stack and reaching them through relevant outlets.

  • Image 2x
    Tease

    Bell hosted a launch event with streaming partner Hulu, also the home of her newly rebooted Veronica Mars show.

  • Image 2x
    Show

    Bell used her social media channels and personal connection to the new card benefits to reach our key audience.

  • Image 2x
    Amplify

    A targeted paid media campaign helped put the content in front of a large, relevant audience.

  • Image 2x
    Sustain

    Perfect Night In recipes helped secure coverage in key publications for the target audience.

Results

  • 0 b
    media impressions
  • 0 k
    click-throughs to the Blue Cash Preferred Card details page
  • 0 x
    growth in site traffic

Press

Nerdwallet green
Nerdwallet green
Hm timesquare placeholder
Next Project