American Express: Green card global relaunch
After 50 years, the Green Card revamped itself as the ultimate travel card for Millennials. As part of the in-house agile site marketing team, I led the content strategy to help bring the campaign to life across e-comm. This included a tight partnership with UX leads to find ways to optimize content across card pages, promotions, and landing page designs through iterative testing.
Result: The Green card relaunch brought in 30K+ new applications and $38 MM in billed business acquired.
Green Card campaign site content strategy
The Green Card re-launch was just one of many initiatives taking place across the beast that is the American Express site. To ensure a cohesive story within the user journeys, my partner and I proactively created a content strategy, used previous A/B test insights to optimize content, and pitched new UX approaches within the strict design framework.
Result: Our content strategy map (below) became a tool for marketing teams to plan the tease, launch, and evergreen phases.
Launch of American Express’
New Global tone of voice & content optimization
As part of American Express’ agile site marketing team, I helped introduce the new brand voice across the full suite of card products–travel and dining cards, points cards, and cash back Cards–and optimized content through quick, iterative testing. My creative partner and I worked closely with strategists to develop A/B testing concepts, pitched and tested animation styles (a first for Amex site team), and sold in narrative-style creative based on data.
Result: Overall, optimized site work was responsible for $30MM+ in additional revenue.
Content and language to help simplify “finance talk”: through iterative testing, we developed pre-qualification language across each step of the consumer journey that would increase click-through rates and engagement.
SEO-optimization across card products: copy was developed to not just boost site pages for all cards, but actually provide enaging content versus the typical “block of meaningless text”. This further reinforced Amex as the “trusted advisor” across all touchpoints.
New offer language that resonated with consumers: with every card having a seemingly endless amount of offers with T&Cs, I worked with product teams to develop language that not only passed the legal test, but gave Amex a more contemporary attitude.
Full card page optimizations to drive sign ups: I worked with product and benefit-specific teams to modernize the language as well as optimize the content flow with UX teams. This is just one example for the American Express Gold Card where my team helped launch the limited edition Rose Gold edition.
