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American Express swipes in BuzzFeed’s millennial reach for DIY-themed campaign

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July 6, 2016

Tasty's recipe tutorials reach tens of millions of Facebook users

Tasty’s recipe tutorials reach tens of millions of Facebook users

American Express is driving sign-ups for its Blue Cash Everyday Card program by sponsoring videos on BuzzFeed’s food- and DIY-themed channels and enabling consumers to purchase items featured in the tutorials via Instacart’s mobile platform.

American Express and BuzzFeed are teaming up to target older millennials ready to settle down in their next stage of life by kicking off a 16-episode mobile video content series, which highlights the ways in which the Blue Cash Everyday Card and its cash-back offers add a dose of “epic” to consumers’ days. Individuals will be able to watch the cooking- and DIY-themed videos on the Tasty and Nifty Facebook channels and purchase featured items by clicking the links in the captions, which bring users to delivery service Instacart’s mobile site.

“We approach all partnerships – from digital and advertising to media and sponsorships – through the lens of how we can add value for both our customers and our partners,” said Joe Bihlmier, vice president of global media for American Express. “And in this case – giving more content to our mutual audience where they like to spend the most time is how we will drive home that the Blue Cash Everyday Card from American Express can make every day a bit more ‘epic.’”

Millennial-geared mobile integrations
The financial institution’s “Epic Everyday” marketing campaign will distribute 16 videos across the BuzzFeed-owned Tasty and Nifty Facebook channels, both of which boast a significant millennial viewership. The videos will comprise tutorials for recipes including salted caramel popcorn donuts, as well as do-it-yourself inspirations for items such as outdoor movie screens.

The social media campaign is geared toward older millennials looking to establish themselves in the next stage of life and invite friends into their new homes. By showcasing the benefits of receiving cash back on daily purchases, American Express is hoping to fuel more sign-ups for its Blue Cash Everyday Card program.

The series’ first videos launched on July 1 on the Tasty and Nifty Facebook pages. Tasty, a cooking-centric platform, reaches one in four Facebook users, while Nifty, its DIY counterpart, is the second fastest-growing page, with over 10 million subscribers.

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Tasty’s videos offer simple-step recipe instructions in approximately one minute

Each video will center on an at-home entertaining topic, including how to make delicious donuts for guests. Subjects such as movie nights, birthday celebrations, and dinner nights in will also be covered.

Customers of delivery service Instacart, which has an application as well as a mobile site, will be able to purchase the ingredients featured in Tasty recipes by clicking on the link included with each video post.

This will bring individuals to Instacart’s mobile site, where they will be able to select the quantity of the desired product, the store from which it will be shipped and input their payment information.

“The recipe ‘card’ direct link points to Instacart’s mobile Web when used on the phone,” Mr. Bihlmier said.

Therefore, if consumers become inspired to make salted caramel popcorn donuts immediately after watching the video tutorial, they can purchase all of the necessary ingredients within minutes – and without leaving their current locations.

American Express is the premier marketer to sponsor a video on the Nifty channel.

Tapping channel-agnostic marketing
The campaign, which will run through November 2016, will see its content distributed across a slew of other platforms frequented by millennials, such as Snapchat, Pinterest and American Express’ owned channels.

The financial marketer has been spreading its wings when it comes to mobile, showcasing its dedication to reaching on-the-go target customers via the latest innovations.

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The sponsored videos feature an image of American Express’ Blue Cash Everyday Card at their conclusion

For example, American Express cardholders will be able to interactively manage their credit accounts through a chatbot in Facebook Messenger, streamlining customer service for on-the-go consumers (see story).

However, American Express may see one of its biggest mobile wins stem from the introduction of organic content with a branded twist to the Nifty and Tasty platforms.

“This partnership represents the future of channel agnostic content marketing and best practices for engaging audiences across multiple platforms,” Mr. Bihlmier said.

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Alex Samuely is staff writer on Mobile Commerce Daily, New York. Reach her at alex@mobilemarketer.com.

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