American Express is in its social era

Amex is on a quest to keep confidence up with its current card members while also appealing to and recruiting the next generation of cardholders. In order to appeal to them it’s important where and how we show up. When it comes to social, we position Amex as a lifestyle brand, focusing on the rational and emotional benefits the card unlocks across travel, dining and entertainment. We focus on evolving social trends and behaviors in order to create a regularly refreshed content ecosystem that is platform-first, culturally relevant and can flex across different Gen Z and Millennial target segments. A recent batch of this work that performed well was called “your eras” and flexed the social behavior of talking about being in your ____ era to talk about the collection of card benefits through a relevant social-first lens.