In a time when feeds are crammed with tired business 'tips and tricks' yet business leaders are looking for a relatable way to work smarter, American Express found original inspiration in the theory that understanding your inner instincts can help you effect meaningful change in business, people's lives, and the world. Seeking to drive engagement among small and midsize business decision makers, and position American Express as a partner for business growth, we developed a program that allows our audience to change their mind-set through a series of interactive tools and content rather than a "how-to" list that could be forgotten in a day.
Today, 63% of small and midsize business leaders think they can work smarter, but more than 70% doubt their effectiveness as leaders. American Express set out to change this perception by helping business decision makers discover their leadership style, explore their strengths and blind spots, and understand how to work smarter.
We designed a program that began with a simple quiz but ultimately led to a place of emotional self-awareness. Leveraging a partnership with CNNMoney helped to activate our audience across display and social, and curated personalized experiences on American Express's own content engine, OPEN Forum®. After identifying their leadership style, we served up bespoke content tailored to the specific mind-sets of different types of leaders; guides to highlight inclinations and paths to change, meditation podcasts to help overcome mental blocks, and worksheets for eliciting feedback from their teams.
Finally, we put four top business leaders face-to-face with their pasts, letting them hear the feedback they craved from their employees and coworkers, capturing the raw emotion that ensued. Psychology of Change became the leadership program at the intersection of business and psychology, as growing pains are a part of the path forward, but so are the thousands of small triumphs that add up to a bigger piece of the pie.
The American Express OPEN Forum campaign on CNNMoney increased future consideration of credit card applications and enhanced consumer opinions, particularly in regards to the company's ability to meet business needs. The campaign also improved agreement levels for each of the tested attributes among adults aged 18 and older. Additionally, the campaign was influential among business owners and decision makers, increasing consideration intent and further building the perception that American Express delivers on business needs.
