American Express has long made art a central part of its marketing. The financial giant worked with photographer Annie Leibovitz in 1987 to photograph celebrity cardmembers, including Ellen DeGeneres. And in 2009, pop artist Peter Max designed a line of gift cards. But the latest iteration of the financial giant’s work puts an artistic twist on social media.
Earlier this summer, AmEx partnered with artists and designers including Johan Thörnqvist, Andy Hau, Vida Lantoš and Supermundane to crank out unique pieces of social media content based on their work.
The content will be posted on American Express’ Instagram, Facebook, Twitter and Vine accounts for the remainder of the year, and so far, Twitter and Instagram are bringing in the most engagement. That isn’t surprising for Instagram since the platform is a steady stream of artistic shots, but the Twitter engagement is interesting because the social site has pushed marketers to include more multimedia in tweets over the past year for a better chance of sticking out in newsfeeds.
The Card Art series is tripling the number of "favorites" compared to all other tweets this year. AmEx didn't break out stats for retweets, but it appears that the image-heavy tweets are tracking well for the brand. A tweet with an Andy Hu piece earlier this month amassed 42 retweets and 60 favorites, which is fairly high for the brand compared to other posts.
Instagram engagement is up, too. The number of interactions—which consists of tapping twice on photos to "like" something—has doubled for the posts with Card Art pictures.
"We know that people love and engage with images that include the Card, and we have a long history of partnering with artists, so we thought it would be interesting to bring those two things together in the social space with a twist," said Mona Hamouly, vp of social media communications at American Express.
Check out AmEx’s artist-inspired social posts below.
— American Express (@AmericanExpress) July 28, 2014
Swedish illustrator Johan Thörnqvist shares his take on our Gold Card. pic.twitter.com/j0nYubN935
— American Express (@AmericanExpress) June 30, 2014