{"id":397,"date":"2013-10-07T00:00:00","date_gmt":"2013-10-06T13:00:00","guid":{"rendered":"https:\/\/wordsbynuance.onpressidium.com\/portfolio\/american-express\/"},"modified":"2019-10-07T13:54:38","modified_gmt":"2019-10-07T02:54:38","slug":"stockholm-fashion-destination","status":"publish","type":"portfolio","link":"https:\/\/wordsbynuance.com.au\/portfolio\/stockholm-fashion-destination\/","title":{"rendered":"American Express"},"content":{"rendered":"<p class=\"p1\"><i>Speaking to members on every different level<\/i><\/p>\n<p class=\"p3\"><strong>Where it all began<br \/>\n<\/strong>When it comes to credit cards, the competition is pretty cut throat. To encourage members to stay true, Amex created the Membership Rewards program \u2013 which allows members to earn points, and redeem them for all sorts of goodies. Essentially it\u2019s a way for members to get more out of their credit card.<\/p>\n<p class=\"p1\">The Membership Rewards program has a range of different tiers, from young up &amp; comers to seriously big spenders. Amex recognised that these tiers of people typically had different lifestyles, and wanted different things. So, they set out to tailor their communications to suit each membership tier.<\/p>\n<p class=\"p3\"><strong>What happened next<br \/>\n<\/strong>Working together with Lavender, we created a brand language \u2018toolkit\u2019 for each member type. In each case, we outlined what made the member unique, and how to incorporate these insights into a tone of voice. For example, we knew the platinum members were short on time and big on status \u2013 so we kept language brief, \u00fcber confident and respectful.<\/p>\n<p class=\"p1\">For each tier, we created a set of headlines and messages that could be used in a range of contexts \u2013 and wrapped it all up into a nice big juicy guideline (or in Amex language, a Sourcebook). This continues to act as a \u2018go to guide\u2019 for anyone who needs to create communications for Membership Rewards.<\/p>\n<p class=\"p3\"><strong>What we like about it<br \/>\n<\/strong>There\u2019s no doubting the power of personalised communication. Amex was lucky to have a whole wealth of info on their members, and we were able to translate this into insights that actually meant something. Nice to have the opportunity to work on such a big scale project, and tease out the nuances that makes different Amex users so very different.<\/p>\n","protected":false},"featured_media":483,"parent":0,"template":"","portfolio_category":[],"portfolio_tag":[],"acf":[],"_links":{"self":[{"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/portfolio\/397"}],"collection":[{"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/types\/portfolio"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/media\/483"}],"wp:attachment":[{"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/media?parent=397"}],"wp:term":[{"taxonomy":"portfolio_category","embeddable":true,"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/portfolio_category?post=397"},{"taxonomy":"portfolio_tag","embeddable":true,"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/portfolio_tag?post=397"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}