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American Express - Epic Everyday

A PROJECT OF EPIC PROPORTIONS

CAMPAIGN OVERVIEW
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.

HIGHLIGHTS
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. 

A/B TESTING
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.

EPIC REPORTING
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.

RESULTS
The series, aimed to gain mass social reach with a millennial audience, has accumulated over 40M total views, 21M earned views and 500% delivery.

CREATIVE LINKS

Epic Pets: Classy Cat CollarsPuppy 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 TapCitrus Melon Punch
Epic Glow: Glow Bowling, Glow Lemonade Popsicles,
Epic Movie Night: Outdoor Movie ScreenSalted Caramel Popcorn "Donuts"
Epic Dinner Night: Living Room Upgrades, Meatball Dippers 3 Ways