The challenge

Following the impact of COVID-19, AMEX Singapore faced a 30% drop in new customer acquisitions and a significant decline in credit card spending, as cardmembers reduced travel and limited expenses amidst pandemic uncertainties. The shift in consumer behavior presented a unique challenge: AMEX needed to deliver relevant content that resonated with the changing lifestyles and needs of their cardmembers, transitioning their messaging from a travel-centric focus to everyday value and benefits. To do this effectively, they sought a digital partner who could understand their global brand essence while crafting content that spoke to the local market.

The Strategy

To turn the tide, we partnered closely with AMEX’s marketing and acquisition teams to craft a content strategy that was deeply aligned with their brand and audience. We developed over 40 storyboards and visuals, ensuring they were on-brand and relevant to current market needs. Using tools like Google Analytics and social listening platforms, we conducted an analysis of AMEX’s ecosystem, partner merchants, and competitive landscape. Our research uncovered that over 60% of their cardmembers were now looking for local deals and lifestyle offers. As a result, our campaigns integrated relevant offers from AMEX partners, exclusive deals, and content tailored to fit the evolving preferences of cardmembers across all touchpoints—email EDMs, social media, and in-app content—boosting coherence and resonance.

The outcome

The campaigns delivered impressive results: a 25% increase in click-through rates (CTR) across email EDMs, with social media posts seeing a 20% boost in engagement within the first month. This surge in interest not only revitalized AMEX’s market presence but also directly contributed to an 18% improvement in conversions for both spend and acquisition teams. Building on this success, AMEX Singapore continued to rely on our digital and creative support for sustained marketing initiatives, affirming our role as a strategic partner in their ongoing digital transformation journey.