American Express Holiday Season Project

#HOLIDAYCAMPAIGNSHIRA LERNER

SOCIAL MEDIA INTERNSUMMER 2013

2013 HOLIDAY SEASON

Objective: To create an

engaging and exciting campaign

that is seasonal, relevant, and

aligned with the American

Express social media goals.

2

2013 HOLIDAY CAMPAIGN: BRAND EXAMPLES

Nike’s #MakeItCount

3

• The #MakeItCount campaign was targeted to those who were thinking about their New Years Resolutions

• Featured 11 athletes with videos, photos, and links who were "making it count“

• Users began sharing their own #MakeItCount experiences and how they were motivating and pushing themselves

Holiday Trends

4

HOLIDAY TRENDS

In December, our social media growth and engagement was driven largely by organic, engagement content and promotions:

Made My Year editorial series

NBA Spirit and Per Se Sweepstakes

5

Major Channel Community Growth Amex Twitter followership increased by 9k+ to 610,943 (1.6%) Facebook followership increased by 10K+ to 2,708,304 (.4%)

HOLIDAY TRENDS

December is a highly active month in social media. Our impression for December 2012 reached over a billion users.

Our Holiday Plan

7

HOLIDAY SEASON CAMPAIGN: GUESS THE GIFT SWEEPSTAKES

8

Shareable Copy

I entered the Amex Guess The Gift Sweepstakes and answered correctly in 1:17. Let’s see if you can beat me! Amex.co/---

HOLIDAY SEASON CAMPAIGN: GUESS THE GIFT SWEEPSTAKES

Next Steps

• Work with the necessary business units and partners on putting together a prize selection

• US Open Tickets• Gift Cards• Amex Travel Cruise

• Develop the Facebook App• Cost estimate• Engage All Day Everyday

• Share this concept with global teams

9

WHAT IS SUCCESS?

• Base success off of:• Visits to the App• Submissions• “Virality”

• Virgin Sweeps: 1,092 entries, 19,531 unique visitors, 10,038 new Amex likes

• Amex recognized as one of the top Social Media Holiday Campaigns

10

HOLIDAY SEASON CAMPAIGN: SPENDING YOUR HOLIDAY WITH AMEX

• Ask people to submit a photo of how they’re “spending/spent their holiday” through Twitter and Instagram with a hashtag

• This collage of images would be used as our Happy New Year post, as our cover photo, and posted to our social channels

• To announce the campaign we will post the images sent in from influencers/celebrities we have worked with this year

11

WHAT IS SUCCESS?

• Based off of:

− Engagement and submissions− Shares and likes of the final product

• Have submissions from celebrities and influencers

• Have the final product exceed last year’s success:The “Happy New Year’s” post and image was the second most “Viral” post on the American Express Facebook of 2012.

12

• See Twitter growth greater or equal to last December (Twitter followership increased by 9k+ to 610,943 (1.6%)

• See Instagram follower growth greater than December 2012 (follower growth increased by 427 to 25,954 (1.6%)

This Summer @AmericanExpress

13

#SUMMERINSIGHTS

• This summer I had the opportunity to craft posts/tweets, editing, brainstorming, and moderating.

• I learned that a lot goes into managing a brand on social media. It takes time, serious brand perspective, and quick thinking.

• Social media has become a front line of defense for the brand, not only a marketing tool.

− Being a Social Media professional is not only making campaigns, but it is responding to our costumers. Even if they are mean.

• People will post anything on Facebook…even their credit card number.

15

Summer Highlights

Q&A

16