A common misconception among many credit card holders is that a card is…just a card. It’s a means of payment and that’s it. But that’s not the case with AMEX. American Express provides a more premium level of service that goes well beyond the point of purchase. But how to evangelize that brand message?
The answer: interactivity with true[X]. Our container allows brands to house a library of video content all in one place. Many brands who utilize this strategy elect to showcase a compilation of products. AMEX, however, used a different strategy. They made each video about a single benefit (purchase protection, AMEX-specific shopping offers, and buy now, pay later.)
Effectively, this turned each of their three videos into individual chapters in a larger story. As a result, users were empowered to both select their desired video while getting a focused view on a single benefit. They were then able to select more videos to better comprehend the complete brand story.
The results speak for themselves: we saw an increase of 13% in Consideration as well as 1.8 interactions and a 5.3% CTR on desktop.
