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.
This campaign started out as a quiz, and lead the business owners through a comprehensive program ranging from workbooks to meditations. To prove the validity of our insight, we surprised three real business owners and showed them how much their hard work and mentorship means to the people they lead.
This thoughtful and copy-dependent campaign was composed by Karen Starc
And of course the obligatory case study