In the US, many brands have embraced the branded content format to share their messages on sites, social media or their own channels. As a result, the space is increasingly cluttered with short videos being released in a steady stream, most of which are modestly disguised long format ads.

In contrast, Amex sought to differentiate their brand with a highly engaging and emotional 40 min documentary to raise the profile of America’s underserved.

Spent: Looking for Change was released on YouTube in order to reach the widest possible audience, include the underserved who don’t necessarily have access to cable TV or movies theaters, but more often have Internet access.

Activating audiences on social media from the Amex Serve networks drew millions, as did support from influencers, including the film’s narrator, film star Tyler Perry. Audiences were attracted by the honest and authentic storytelling of real life challenges addressed in the film. It triggered broad emotions and gave US audiences a way to engage in conversation on the topic.

A robust earned publicity campaign garnered national coverage on GMA, Today, Huffington Post, NPR and hundreds more, engaging and inspiring audiences to take action and support financial inclusion.

In-person screenings also drew crucial audiences, including a first of its kind screening at the US Treasury.

--21M + views of the film and related video content -- 7.2M views of the film in the first two weeks of release

--191M campaign impressions across Facebook, Twitter and Instagram

--2.5M engagements across Facebook, Twitter and YouTube

--Over 200 PR articles, including coverage on Good Morning America and the Today Show

--More than 1 BILLION earned media impressions

--Over 1M visits to spentmovie.com

After struggling to gain bipartisan support for nearly a year, within 30 days of launching the film and a campaign directing people to write to local elected officials to support the American Savings Promotion Act, the bill earned national media coverage in the New York Times and went on to garner 25 bipartisan sponsors. The film’s momentum, legislators and non-profit partners helped expedite the bill to the floor for vote, which was unanimously passed by the House and Senate. On December 18, 2014, President Obama signed the American Savings Promotion Act into law, paving the way for more states to pass similar legislation. Today, ten states have passed prize-linked savings legislation, enabling banks and credit unions to offer cash prizes through innovative, no-loss lotteries and raffles, effectively motivating Americans to save and build healthy savings habits.