Introducing Everyday Congrats with Tina Fey. A surprise delivery of social videos to say “Congrats! You’re doing it!” Doing what? #Adulting. That social phenomenon of boasting and posting about little “grown-up” victories. For the Blue Cash Everyday Card campaign, Amex decided to help people celebrate these everyday achievements.

By using 3rd party data sources to mine for insights about social, we verified that people celebrate and share life’s biggest moments with their friend networks as demonstrated by the social phenomena, #Adulting.

We tapped into billions of data points using Facebook’s API to identify the most prominent #Adulting milestones, and with the help of Tina Fey’s wit and charisma, we produced 12 unique pieces of content based on these milestones.

Our “Congrats” content was optimized for the mobile, social feed environment and distributed using paid media to tens of millions of deserving people on Instagram and Facebook. We tapped into Facebook native targeting to serve up each piece of content to users based on the #Adulting milestone most relevant to them, and over the course of the campaign, we analyzed performance data to optimize our paid media by supporting the most engaging “Congrats” content.

+30MM total video views on social to date.

Everyday Congrats successfully drove a significant +20% lift in brand consideration on Facebook