NVMA Opener

Small business. Big ambitions.

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Telling community stories through the eyes of merchants
The Challenge

How can we connect Card Members to neighborhoods across the globe?

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American Express set out to deepen relationships between merchant partners who warmly welcome Amex and Card Members by telling the deeper stories of the communities that matter to both audiences.

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Each month we tell in-depth stories about Amex merchants and their neighborhoods across the globe, showing off their passion for what they do and the impact it has on their community.

NVMA Loring Place

The campaign comes to life through scroll-stopping photography and videos.

A global community of merchants for a global audience

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    Name, City
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    Name, City
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    Name, City
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    Name, City

To create compelling, made-for-social stories, we partnered with a global collection of creators to capture merchant profiles around the world.

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NVMA A Photo2
NVMA A Photo1
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A series of curated local guides that features the must see, taste and try businesses in distinctive locations. These Neighborhood Vignettes serve as a “guide to thrive” for our Card Members while supporting our merchants in a new way.

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    Fostering Engagements with Merchants
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    Increasing Visibility for Merchants with Card Members and Followers
  • NVMA B Photo3
    Actively Engaging Merchants to Amplified the Narratives
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    Increasing Awareness of Merchant Categories and Geographic Breadth
NVMA Closer

Results

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    Merchants Featured
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    Markets and Cities That We Visited since 2017
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    Size of Creator Network since 2017