Maximising Acquisition with a high-impact search experience and strategic content hub

Client: American Express

How do you engage a competitive audience that may not consider credit cards part of their lifestyle? By reaching them through their interests and offering relevant insights, helpful content, and a search experience that speaks to their everyday passions.

American Express and iCrossing developed Life with Amex, an evergreen content hub designed to meet user needs through targeted content and seamless search journeys. This initiative combined thoughtful keyword analysis with lifestyle storytelling, helping audiences discover how American Express can support them in the moments that matter.

By improving visibility in organic search and building stronger connections through relevant content, the programme helped American Express grow awareness, traffic, and acquisition from non-branded and branded queries alike.