A PROJECT OF EPIC PROPORTIONS
BuzzFeed & American Express partnered to develop a 16-video original series promoting the benefits of the Blue Cash Everyday Card: Epic Everyday ($1.5M). Each week for the duration of the summer, AmEx sponsored 2 thematically aligned videos on Tasty & Nifty channels, aiming to elevate everyday activities such as Movie Night, Pets, to epic occasions.
The program was featured in Adweek as the first branded Nifty campaign that included e-commerce integration. The top performer, Classy Cat Collars, had 190K comments, 446K likes and 177k shares, putting it alongside top editorial performers for engagement.
Partnered with the social team to develop creative A/B tests for each episode that measured Titles, Instacart Integration, Branding Levels, Social Copy and Video Length - optimizing towards the best performers.
Designed a weekly one-sheeter customized around Digitas KPIs that including in-depth reporting, audience insights and recommendations for allocation of slush fund spend. All of them can be seen here.
The series, aimed to gain mass social reach with a millennial audience, has accumulated over 40M total views, 21M earned views and 500% delivery.
Epic Pets: Classy Cat Collars, Puppy Pancakes
Epic Work Day: Paint Chip Calendar, Buffalo Chicken Summer Rolls
Epic Birthday: Birthday Party Surprise Wall, Tie-Dye S'mores
Epic Happy Hour: Watermelon Drink Tap, Citrus Melon Punch
Epic Glow: Glow Bowling, Glow Lemonade Popsicles,
Epic Movie Night: Outdoor Movie Screen, Salted Caramel Popcorn "Donuts"
Epic Dinner Night: Living Room Upgrades, Meatball Dippers 3 Ways