American Express has teamed with Buzzfeed for a new campaign targeting older millennials.
The company kicked off a new video series with the publisher's video arm in recipe and do-it-yourself videos on Buzzfeed's Tasty and Nifty channels. The new campaign, "Epic Everyday," from DigitasLBi New York, will comprise 16 videos promoting Amex's Blue Cash Everyday credit card.
"We're aiming at an older millennial target [with this campaign], and Buzzfeed is just a wonderful fit for that audience," said Joe Bihlmier, vp of global media for Amex. "One of the reasons we're looking to work with them is that we know from our targeting work that millennials look for utility and experience and simplicity, and I think what's great about this partnership is that we're delivering on that."
This is the first time Buzzfeed's Nifty channel has been sponsored. "Doing something [sponsored] within Nifty is a first for Buzzfeed," said Lee Brown, Buzzfeed's chief revenue officer. "We'll be distributing these videos through both Tasty, which has over 60 million likes on Facebook and was one of our fastest growing pages up until Nifty came along. And it has now surpassed it and is growing faster—it already has over 10 million likes in the first 90 days."
The campaign also marks the first time the Tasty and Nifty channels have integrated Instacart, which lets consumers click a link and purchase items used in the videos.
"A lot of times when you have consumer content, there's action you need to do, and if you can make it simple, people will actually take those actions," said Bihlmier of the Instacart integration. "The simplicity and ease of use is really important to us because it differentiates American Express. We're all about trying to make the service better."
Brown added, "[This campaign] is truly platform-agnostic. We're going to be running this 16-video series and distributing it across Facebook, Pinterest, Instagram, YouTube, Snapchat and our own website, Buzzfeed.com. Amex is taking advantage of our core operating ethos, which is great."