With marketing that is consistent, compelling and relatable – particularly among its Millennial cardmembers– Amex brings high focus and a big investment to “Pay It Plan It,” which allows Amex cardmembers to designate purchases of all sizes for payment in new ways and with greater control.
Brands on Instagram face a pretty big challenge: how to create content that achieves the level of authenticity platform users expect. One approach is to leverage the audiences of popular content creators, as in these recent posts published in partnership with top FIs, including Amex, Bank of America, Capital One, Chase, U.S. Bank and Visa.
The new campaign from American Express embraces the history of the brand while breaking from a long tradition of celebrity endorsements. In this execution, instead of seeing Tina Fey at the center (literally) of the spots, we see customers. Importantly, Amex embraces both consumer and business products with the dual-purpose tag line “Don’t Do Business / Live Life Without It.”
Financial institutions are becoming more willing to creatively explore popular topics & platforms in their marketing strategies.
New marketing shows Amex has a strategy in place to improve acceptance stats and perceptions.
These examples from Chase, American Express and Citibank demonstrate how financial services brands can use Instagram to support both their value proposition and the platform's mission.
Although we really think the tone/message is spot-on, the campaign’s execution on Facebook and Instagram (@americanexpress ) is where it has the potential to get really interesting.
Amex is betting on BuzzFeed’s winning formula for attracting and engaging Millennial consumers, taking advantage of a tremendous opportunity to get in front of millions (and millions) of their eyeballs via some of the Internet's most popular videos… before anyone else does.
While Amex Express Checkout certainly isn’t the first online payment solution, it does offer one distinct benefit: users can complete their purchases by simply entering their American Express account login.
Financial services brands are really starting to “get” content marketing, and their content-driven initiatives are more diverse than you may expect. These recent examples not only stay “on-brand” and deepen the customer experience but also show just how much financial services content marketing has evolved.