Media > Use of Media
THE MEMBERS PROJECT
DIGITAS, Boston / AMERICAN EXPRESS / 2008
Awards:
Overview
Credits
Overview
CommunicationGoal
We wanted to demonstrate the "power of Membership" by activating the Cardmember community in a way that would drive deep engagement with a new, high-value target. They are socially aware, web-savvy, and more interested in the "accumulation of experiences" than the "accumulation of wealth." An extensive media campaign targeted this audience on the major web portals where they gathered to exchange thoughts and opinions. Additionally, to create a perfect storm, we planted American Express and The Members Project at the hub of a social issues dialogue on a national level.
Effectiveness
Our approach generated enormous favorable publicity, equating to hundreds of thousands of dollars in free media coverage. Over 1590 sites linked to membersproject.com, and over 1.5 million people experienced the campaign, establishing a strategic asset that recast brand perceptions and generated an 85% lift in American Express' Net Promoter Score.
Execution
We empowered Cardmembers to dream up, and ultimately unite behind, one incredible idea which American Express would fund with up to $5 million. To enable Cardmembers to express their ideas, exchange opinions and collectively decide which idea would win, we harnessed social media and a powerful Web 2.0 platform. The voice was broad and empowering, but it was less about traditional advertising - and more about allowing real conversations to fuel the campaign.
MediaStrategy
Online advertising, a celebrity TV spot, and coverage on CBS drove engagement at membersproject.com. But we knew our target read blogs- and even blogged themselves. To capitalize on these peer-to-peer conversations, we created smart viral tools. As Cardmembers used them to promote their ideas on blogs, sites and social networks, they also promoted the brand. This way, our most active Members became brand ambassadors- and a vital component of our media strategy.
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