2012 Bronze Best use of social media for brand awareness

Client American Express

How did the campaign make a difference? Turning the American Express brand idea, Realise the Potential, into a TV series and social media programme got people excited about their hidden talents. This reached 8.2 million viewers, created 75,000 fans and 93% of tests were shared.

What details of the strategy make this a winning entry? In 2009, American Express launched Realise the Potential, a 360° comms platform that expresses the belief that life’s richer and more rewarding when untapped potential is set free. The challenge was to communicate this combining social media and a multi-platform approach. The solution was a socially fuelled, advertiser-funded, primetime TV series on Channel 4 called Hidden Talent. The campaign included the TV series, a Channel 4 website and social media channels (Facebook, YouTube and Twitter) to encourage fans to take tests and share the results. The multi-platform approach recognised that people no longer view media in isolation. This wasn’t typical of what consumers expect from a financial services provider. The parts worked together to fuel conversations, increase engagement, gain widespread attention and, ultimately, create uplift in brand perception.

How did creativity bring the strategy to life? Everyone dreams they have a hidden talent. This six-part series showed inspirational stories of real people discovering their talents. Scientific tests, administered by well-known experts, gauged out-of-the-ordinary talents like free-diving, opera singing, mountain climbing and lie detection. People could test themselves at home on a Channel 4 site and an Amex.com landing page; there was a Facebook page with more tests, expert tips, to share results and talk about the show; and a YouTube site to watch extra videos. The belief that everyone has untapped potential was woven into every channel. The result was a branded social experience and a community of enthusiastic brand ambassadors.

Results The campaign received extensive coverage in the national press, online editorial and blogs. It reached 8.2 million viewers and drove one fifth of them online, with a community of 75,000 engaged Facebook fans. 240,000 online tests were taken. 93% of the tests taken on Facebook were shared with Facebook friends and survey results indicate perceptions of American Express as ‘sincere’ and ‘innovative’. Viewers are three times more likely to be aware of the brand proposition and consider it highly appropriate brand, and five times more likely to take out an American Express Card.

Team Arthur Parshotam, Dennis Lewis, Beccy Stanley, Rasheed Bulsara, Christopher Doggett, Hilary Woods, David Hofmeyr, Amanda Jackson, Dan Coppock, Neil Hampshire

Other contributors Martin Gibbins – Mindshare (Media), Clare Sims – Mindshare (Media), Melissa Cosentini – Mindshare (Media), Wayne Bickerton – Mindshare (Media), Silver River (Production), Channel 4 (Broadcast)