AMEX Global Business Travel: Our middle-of-funnel explainer videos

Challenge

AMEX GBT offers a suite of business travel solutions for companies and individuals across the US and worldwide. Throughout the COVID pandemic, they dedicated their marketing budget to refining their existing messaging whilst many borders remained closed.

With so many solutions on offer, it’s often hard for AMEX GBT to segment features based on their target personas. They needed a way to speak to specific audiences about certain solutions in an engaging way.

Solution

Our team worked with AMEX GBT to find a gap in their sales funnel, around the Interest and Consideration phases. We then wrote multiple short video scripts, designed to appeal to certain audiences at this specific stage in the company’s funnel.

We then worked with a video design studio, who turned these scripts into animated explainer videos for AMEX GBT’s website and socials.

Results

Our animated explainer videos are now used throughout AMEX GBT’s website, within sales meetings, and across their social media channels. They each allow the company to segment sales opportunities, target user needs directly and achieve stronger conversion rates.

Several of our videos were also translated into Spanish to support the company’s growth in Latin American markets.