As we supported #PassionProject, we shared our videos portraits for the world to watch. From a DIYers to coders, no project was off-limits. Together we accomplished amazing things, and used dynamic media placements to showcase our videos. Rich media housed our collection of content and an iAd allowed people not only to watch, but also get their hands dirty with an interactive game. Targeted Facebook ads put our content in front of the same online communities where many of these projects began. With our variety of #PassionProject, we showed just how inclusive American Express could be.

The #PassionProject was contagious, earning over 14 millions views, a 365% rise in social views and most notably: an 83% rise in brand relevance. We proved to this new generation that American Express remains a tool of success, no matter how they defined it. Beyond the results and business objects, our proudest results came from the #PassionProject’s human impact. Jobs were created in Detroit, wells were dug in Africa, and both a cookbook & a fashion career were launched. American Express’s investment in the passions of a new generation is truly paying off.