Amex — Social Reset
Amex — Social Reset
American Express (Amex) embarked on a significant rebranding initiative to transform its social media presence. The goal was to reposition Amex not merely as a credit card provider but as a brand offering access to a world of possibilities. This rebranding strategy aimed to appeal specifically to millennials, showcasing Amex as a gateway to exclusive experiences, valuable services, and a vibrant community. The project encompassed a complete overhaul of Amex’s social media strategy, identity, and execution, leading to substantial growth in organic engagement and visibility.
The Need for a
New Identity
Amex recognized the necessity to shift its brand perception among younger audiences. Traditionally perceived as a credit card for older generations, the brand sought to connect with millennials who value unique experiences, social engagement, and brands that enhance their lifestyle. Research indicated that next-generation professionals (NGPs) are significantly more likely to use social media to find like-minded communities, advocate for brands providing exclusive content, and engage with brands that simplify their lives.
STRATEGY BEHIND THE REBRANDING
Belonging:
Creating a sense of community where members feel they belong to an exclusive, aspirational group.
Access:
Highlighting the unique experiences and services that Amex offers, positioning the brand as a key to unlocking new opportunities.
Service:
Emphasizing the high-quality service and support that Amex provides, making life simpler and more enjoyable for its members.
THE AUDIENCE IS HERE FOR IT
How Do We Bring These Things To Social?
Simple: Develop A Social North Star.
The Social North Star was established as our beacon of success, guiding our efforts and ensuring we have a clear target to aim for. It also serves to guide our clients, helping them stay on the right path and embrace innovative strategies, rather than reverting to old habits.
Everyone in the amex community – cardmembers, colleagues, merchants, and more – realize the full potential of amex’s powerful backing, both in real life and online.
Providing members of our community with the inspiration, knowledge, and guidance they need to get the most out of life with amex.
The powerful backing that amex allows our cardmembers, colleagues, and merchants, to thrive.
More than just cardmember benefits - it’s an aspirational community that is proud to come together irl and on social to share and enjoy incredible experiences.
GIVING SOCIAL PURPOSE
From
Hard-selling prospects
Talking to anyone who will listen
Social as a
campaign vehicle
To
Empowering members (& driving fomo)
Only talking to our community
Social as a membership space
EXECUTION ACROSS SOCIAL CHANNELS
Crafting a Dynamic and Inclusive Digital Presence to Engage and Empower Current and Future Card Membes.
The rebranding of Amex’s social channels was a vibrant transformation, merging creativity with strategy to engage and empower a millennial audience. By developing a dynamic social persona and a visually captivating identity, Amex created a digital presence that resonates deeply, driving unprecedented organic growth and engagement.
Content Pillars:
Implementing content pillars reflecting audience needs and Amex offerings, the strategy created unique experiences, fostered community involvement, provided insights, and celebrated cardmember stories.
Social Persona:
Developing a social persona that is empowering, knowledgeable, worldly, and inclusive. This persona aimed to resonate with the varied interests and aspirations of the target audience.
Visual Identity:
Creating a distinctive visual identity inspired by Amex’s iconic blue box logo. This included a cohesive style visible across all social media platforms, utilizing vibrant colors, dynamic photography, and engaging graphic elements.
CONTENT PILLARS
We took a Behavior-first approach Vs.
Segment first approach.
Instead of creating an audience strategy per segment, we explored how social content should be created & flexed across platforms by grounding it in different needs & behaviors of followers, and how they change across channels, campaigns, etc.
Elevate:
Offering unique experiences that enhance everyday life.
Impact:
Providing opportunities to do good and feel proud.
Enlighten:
Sharing tips and recommendations that inspire and benefit usage.
Co-create:
Inviting users to shape and participate in campaigns.
Celebrate:
Spotlighting and celebrating cardmembers and colleagues.
TONE OF VOICE & PERSONALITY
Modern Renaissance Human: Drawing Inspiration from the Multifaceted Genius of Da Vinci to Resonate with Today’s Diverse Audience
Our tone of voice for Amex embodies the Renaissance Human, a concept inspired by individuals during the Renaissance who valued comprehensive skills in knowledge, physical development, social accomplishments, and the arts. These values guide us in spreading our content pillars by being knowledgeable, empowering, worldly, and inclusive, ensuring our messaging resonates deeply and inspires our diverse audience.
How It Was
Social media started as a “tribal” experience, with people working to fit themselves into social archetypes.
How It Is
As social media has matured, people have found more authentic ways to express themselves.
The Modern
Renaissance Human
The Tone of Voice
The facts and stories we share are always in service to a human experience, so we remain relatable and never too highbrow.
Always open, never exclusive, we encourage everyone to try something new; to widen their worldview; to make a lasting memory.
We talk value, not cost, and are always thankful and respectful for the pleasures life offers us — never taking them for granted.
We give our members the confidence that we're ready to act like the heavyweight financial service we are if ever they need us to.
The facts and stories we share are always in service to a human experience, so we remain relatable and never too highbrow.
VISUAL IDENTITY
Welcome To The Member Space — Our Social channels become portals into the world of possibility.
Inspired by Amex’s blue box logo, this dynamic approach makes every offer, every moment, every exclusive opportunity feel as easy to experience as stepping through to the Amex side of life. It’s the foundation of the Member Space. Born from Amex’s iconic box logo, it has a fresh life and a whole new meaning on Social.
Time to expand upon Amex Blue — Color can help express the wide range of emotions that come with amex membership.
Social is a colorful place, and so is the Amex member space. To truly express an authentic view across social it was important to work with the clients to expand upon their primary brand color pallet of blue on blue.
How Photography in the Member Space Captures and Resonates with Amex Members’ Experiences
Social is a mirror, and the Member Space is no different. Photography plays an important role in reflecting how Amex Members see their world (both digital and real-life), and their place in it.
Benton Sans — To bring to life the anything-goes spirit of the member space, and matching the aesthetics of the social space.
Type is an under-leveraged asset that we can have some real fun with — as long as things are legible (when they need to be), let’s play!
Let’s See It In
Action
