American Express
Epic Everyday
Amex had introduced a new cash-back card, the Blue Cash Everyday Card, with epic benefits perfectly primed to win over millennials. Our task: drive awareness among older millennials ready to settle into their next stage of life.
Brand
American Express
Partner
BuzzFeed (Tasty + Nifty)
My role
Strategy & campaign mantra
Meet them mid-adulting
The audience
We wanted to reach older millennials in the middle of their “adulting” journey — hosting dinner parties, decorating new apartments, and getting organized before a busy work week.
The idea
I created the campaign mantra “Enhance life’s little moments.” Millennials watch on mobile first, so we built a multi-episode mobile video series showing how the card’s cash back could add a dose of “epic” to their day.
The bonus
Viewers could buy the items from each tutorial through Instacart’s mobile platform. That encouraged people to use the card, and it let us track sales.
The campaign mantra
Enhance life’s little moments.
On Tasty and Nifty
Amex was the first brand ever to sponsor BuzzFeed’s Nifty channel. The series ran 16 videos across Nifty and Tasty.
Tasty
Salted Caramel Popcorn “Donuts”
Nifty
3 Fridge Organization Tips
Nifty
3 Living Room Upgrades in 60 Seconds
In the press
Adweek