Case study: American Express

American Express Logo

Copy: Direct mail

Marketing challenge: American Express faced the double-edged sword of beating a long standing control—while tweaking copy to target a younger, feminine demographic.

Copywriting solution: Using the exact same font, head and paragraph structure—and almost exact word-count—MarketCopywriter created a sample to target 30-something women with families. Leveraging Amex’s well-known travelers’ benefits, copy promised help when “Your toddler spikes a fever on the plane,” “You leave your daughter’s prescription at the Uffizi” or “Your family flies to Frankfort—but your baggage ends up in Prague” and more.

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