AMEX - Breaking the B2B Barrier
How AMEX Targeted Small Business Owners with Platinum Perks and Lifestyle Rewards
American Express (Amex) is a leading global financial services company, best known for its premium charge and credit cards, payment solutions, and travel services. Founded in 1850, Amex has built a reputation for trust, innovation, and customer service.
Today, American Express operates one of the world’s largest payments networks, connecting millions of consumers, businesses, and merchants in over 130 countries. The brand is synonymous with exclusive rewards, secure payments, and customer loyalty.
A key factor in Amex’s success is its focus on partnerships—with merchants, travel providers, and digital platforms—offering card members a wide range of benefits and experiences. This collaborative approach has made Amex one of the most valuable and recognizable brands in finance.
AMEX wanted to overcome the B2B barrier where Small Business Owners (SBOs) typically use their general bank for business transactions. The goal was to convert SBOs to use the AMEX Platinum card and encourage existing AMEX users to upgrade to the Platinum tier.
The campaign aimed to increase engagements and clicks to the AMEX website by delivering targeted messaging to a niche B2B audience. Creative assets were strategically placed across premium B2B publisher sites, ensuring relevance and maximising impact within a limited budget and impressions.
The analysis of user interactions revealed that lifestyle rewards played a significant role in attracting potential AMEX Platinum users:
- 52.8% of users expressed interest in fine dining
- 31.1% were drawn to luxury travel
- 16.2% showed interest in exclusive rewards
