Amex Member Week
Inviting Card Members and prospects to “seize the week” – demonstrating how life is better when you’re #withAmex.
Role: Head of Creative Strategy and Brand Design; inter-agency team lead
Creative Assets: 27 brand deliverables across B2C and B2B-focused creative, including branding development and toolkit creation, direct mail, e-mail, owned channels, website with daily updates, and a suite of 100+ unique copy claims to support dozens of merchant partners.
September 2023
The Insight
B2C and B2B-focused research identified that many consumers who identify as GenZ and Millennial don’t see Amex as “for them”. To them, Amex represents traditional milestones and “making it”, but this younger demographic cares about the moments and discoveries along the way.
They don’t want to wait until they’ve “made it” for the good stuff in life – they want to experience, explore & share the things they’re passionate about everyday.
For the first time since 2020, they would rather spend on experiences than products (74%) – especially travel, dining & entertainment.
The Idea
Showcasing the best of what it means to be #withAmex right now, American Express brought back the 3rd annual Member Week – with offers, experiences and access that enable Card Members to seize the week, enjoy, discover & unlock their passions. The week culminated with an exclusive evening with Olivia Rodrigo for 1400 lucky Card Members, distributed at scale on her YouTube channel.
The OnBrand in-house agency team led creative strategy across the interagency team, developing a cohesive Member Week story across channels, audiences, and lifestyle pillars to celebrate and engage Card Members, and create FOMO and consideration among prospects.
We delivered communications through the line including a refreshed visual identity, 8 breakthrough lifestyle benefits assets across video, audio, and social, creative assets for B2C and B2C audiences across direct mail, e-mail, and owned channels, a suite of 100+ unique copy claims, and a 15-page digital hub for Consumer and Business Card Members, Merchants, Prospects and Corporate Card Members – updated daily.
Merchant Email
Card Member Direct Mail
Merchant Banner
Card Member Banner
Amex Membership Hub
The Impact
The results spoke for themselves – a fully integrated communications plan that made Member Week the best week to be #withAmex:
318.9MM impressions and 1.7MM landing page visits over one month.
Year-over-year lift in positive Member Week Awareness and statistically significant lift in Product Consideration and Ad Recall across digital channels, audio, and OLV.
New social formats like IG reminder ads outperforming opt-in rate benchmarks by 90%.
PRESS COVERAGE:
Forbes: American Express Brings Back Member Week
Business Insider: Amex Member Week Discounts
The Points Guy: Amex Member Week Is Back