#HOLIDAYCAMPAIGNSHIRA LERNER
SOCIAL MEDIA INTERNSUMMER 2013
2013 HOLIDAY SEASON
Objective: To create an
engaging and exciting campaign
that is seasonal, relevant, and
aligned with the American
Express social media goals.
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2013 HOLIDAY CAMPAIGN: BRAND EXAMPLES
Nike’s #MakeItCount
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• The #MakeItCount campaign was targeted to those who were thinking about their New Years Resolutions
• Featured 11 athletes with videos, photos, and links who were "making it count“
• Users began sharing their own #MakeItCount experiences and how they were motivating and pushing themselves
Holiday Trends
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HOLIDAY TRENDS
In December, our social media growth and engagement was driven largely by organic, engagement content and promotions:
Made My Year editorial series
NBA Spirit and Per Se Sweepstakes
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Major Channel Community Growth Amex Twitter followership increased by 9k+ to 610,943 (1.6%) Facebook followership increased by 10K+ to 2,708,304 (.4%)
HOLIDAY TRENDS
December is a highly active month in social media. Our impression for December 2012 reached over a billion users.
Our Holiday Plan
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HOLIDAY SEASON CAMPAIGN: GUESS THE GIFT SWEEPSTAKES
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Shareable Copy
I entered the Amex Guess The Gift Sweepstakes and answered correctly in 1:17. Let’s see if you can beat me! Amex.co/---
HOLIDAY SEASON CAMPAIGN: GUESS THE GIFT SWEEPSTAKES
Next Steps
• Work with the necessary business units and partners on putting together a prize selection
• US Open Tickets• Gift Cards• Amex Travel Cruise
• Develop the Facebook App• Cost estimate• Engage All Day Everyday
• Share this concept with global teams
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WHAT IS SUCCESS?
• Base success off of:• Visits to the App• Submissions• “Virality”
• Virgin Sweeps: 1,092 entries, 19,531 unique visitors, 10,038 new Amex likes
• Amex recognized as one of the top Social Media Holiday Campaigns
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HOLIDAY SEASON CAMPAIGN: SPENDING YOUR HOLIDAY WITH AMEX
• Ask people to submit a photo of how they’re “spending/spent their holiday” through Twitter and Instagram with a hashtag
• This collage of images would be used as our Happy New Year post, as our cover photo, and posted to our social channels
• To announce the campaign we will post the images sent in from influencers/celebrities we have worked with this year
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WHAT IS SUCCESS?
• Based off of:
− Engagement and submissions− Shares and likes of the final product
• Have submissions from celebrities and influencers
• Have the final product exceed last year’s success:The “Happy New Year’s” post and image was the second most “Viral” post on the American Express Facebook of 2012.
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• See Twitter growth greater or equal to last December (Twitter followership increased by 9k+ to 610,943 (1.6%)
• See Instagram follower growth greater than December 2012 (follower growth increased by 427 to 25,954 (1.6%)
This Summer @AmericanExpress
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#SUMMERINSIGHTS
• This summer I had the opportunity to craft posts/tweets, editing, brainstorming, and moderating.
• I learned that a lot goes into managing a brand on social media. It takes time, serious brand perspective, and quick thinking.
• Social media has become a front line of defense for the brand, not only a marketing tool.
− Being a Social Media professional is not only making campaigns, but it is responding to our costumers. Even if they are mean.
• People will post anything on Facebook…even their credit card number.
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Summer Highlights
Q&A
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