American Express
American Express sees positive consideration uplift by running full-funnel campaign on Pinterest
By adopting a full funnel approach, American Express saw increased engagement and a substantial lift in brand consideration after running multiple messaging across different stages of the consumer decision journey.1
American Express rewards people for doing the things they love. Whether it’s shopping, travelling or enjoying life’s everyday moments, Amex provides opportunities to unlock meaningful value.
For this campaign, American Express partnered with Pinterest to educate people on how American Express benefits can enhance Card Members’ lifestyles, with a particular focus on reaching a millennial and Gen-Z audience. The brand utilised lifestyle-based creative to show people the lives they could enjoy with Amex.
American Express' brand and acquisition teams worked together to align two strategic approaches with the same goal: full-funnel impact. By running awareness and consideration campaigns concurrently with ads in varying formats, Amex reached people at various points in their discovery journey, which maximised results across the funnel.
+3.2 pts
lift in brand awareness1
+1.0 pt
lift in action intent1
Elevating membership and rewarding results
The campaign creative showcased aspirational moments with CTAs that highlighted American Express’ Rewards benefits without marketing a specific product.
By utilising Pinterest’s max-width video format, American Express created a more immersive experience, which resulted in increased engagement. Great results are supported by great reporting. With the Pinterest tag, American Express was able to dive deeply into the campaign’s performance metrics.
“
At American Express, we’re always aiming to reach the right audiences with a relevant message and do so in new, creative and clever ways that lead to high engagement.”
Naysla Edwards
VP Brand, Marketing & Member Experience, American Express
The aspirational content resonated with people on Pinterest. The campaign successfully drove lift in all three key brand metrics: with +3.2 pts lift in brand awareness, +1.2 pts lift in ad recall, and a +1.0 pts increase in action intent.1
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
The Pinterest tag can help you glean more from your campaign performance data.
Try max-width video for a more immersive, attention grabbing experience.
Use aspirational imagery in static ads and carousels to help drive consideration.