AMERICAN EXPRESS
ONE TO ONE
Working in ERGO’s creative department, I was tasked to put a voice to their hyper-personalized Smart Content platform. I served as senior copywriter for American Express’s cross-channel digital campaigns, which included a variety of ad placements, email marketing, and websites for the brand’s B2C and B2B direct marketing to current card members.
These campaigns included the building of elaborate content libraries that went far beyond list segmentation to create a 1:1, individualized, multi-touch, full-funnel ad experience for consumers.
The greatest challenge of this work was to persist in giving each deliverable careful consideration at the micro level while continuing to evolve the way this brand could speak to its members at the macro level.
The result? On average, Amex has seen a 5X increase in engagement and 48% increase in customer revenue overall in these channels during the run of these strategic, personalized, and imaginative campaigns.
FOR WHEN IT’S TIME TO TAKE OFF AGAIN
Selling an expensive credit card with mostly travel-focused benefits is easier said than done during a global pandemic.
My pitch for “earn today, fly tomorrow” became the official language for Amex Platinum during quarantine time, when most people were earning points through online shopping for sweatpants and puzzles.
A LOVE FOR THE LEGACY
Considering that Amex’s tagline “Don’t leave home without it” is one of the most successful campaigns in the history of advertising, still in use since its origin in the ‘70s, I was thrilled to get opportunities to play with it as part of its newest brand evolution. In this fill-in-the-blank campaign, I was able to tweak the phrase to match the corresponding content. While a simple task, it was my favorite part of working for this iconic brand.