American Express: Business Class
American Express have been a long time supporter of Small Businesses thanks to their Shop Small initiative. The Amex team had mastered high level brand building marketing towards small businesses, and had a hardworking lower funnel machine to convert small business prospects, but they were struggling to connect with small business owners on their level to show that they genuinely understand and appreciate the challenges small business owners face in 2020+
Through extensive market research, we identified that small business owners had a knowledge gap once they were up and running. American Express aims to provide powerful backing to their customers, so for small business owners, we translated it into business know-how.
We established Business Class - a series of content and experience platforms designed specifically to give small business owners business know-how to help their businesses thrive. Business Class was accessible, entertaining and culture first. While BBH didn’t produce the content, we developed the content pillars, content strategy and guidelines for the platform.
Role: Strategy lead
Responsibilities: Brand positioning and strategy, comms plan, social strategy, market research and insights