Business Class is a global content platform redefining what business education means, addressing the challenges facing millions of small businesses through lifestyle content and experiences available at no cost. American Express recognizes that change is an ever-present concept in the world of business, and so challenged themselves to answer this question: Could we transform advice from best-selling business books into digestible chapters, curating a one-of-a-kind book club that supports businesses through change? The goal of this work was to reach small business owners and business-minded individuals with high impact, high reach business content and thus increase brand favorability and familiarity. Offering readers a peek into how some of the foremost business leaders and New York Times bestselling authors think and act, “The Next Chapter” podcast did just that.

"The Next Chapter” by American Express Business Class is a six-episode podcast drawing on the experiences of best-selling authors across various industries, as they share their “next chapter” and offer critical advice not only for business, but also for success in life. Hosted by renowned journalist and podcaster Cardiff Garcia, episodes feature celebrated business leaders and trailblazers, including Luvvie Ajayi, Adam Grant and Malcom Gladwell to help small business owners and business-minded individuals understand “what’s next” for them.

The Next Chapter started a global conversation – results soaring past multiple benchmarks; coverage in Fast Company and Adweek; and reaching #10 on the Apple Podcast “Business” Chart and #1 on its subcategory “Careers” Chart.

All six episodes drove growth in Unaided Brand Awareness. Episode 3 (Luvvie Ajayi) and Episode 4 (Adam Grant) showed +10 point gains in Brand Familiarity. Episode 4 (Adam Grant) also directionally improved Aided Awareness and grew Favorability of the American Express brand; Episode 6 (Malcolm Gladwell) led to double-digit growth among “Delivers thought provoking business content” and “Provides content that helps businesses stay competitive.”

With this ad campaign, American Express delivered on their goal of high impact, high reach business content that had audiences across the world asking themselves “What’s my next chapter?”