OPEN had been a leading American Express product for small business owners, offering tools and content through Openforum.com. American Express partnered with Digitas to address a critical challenge: how to drive more traffic to Openforum.com and build more brand equity with consumers within their target demographic.
As the lead producer, I spearheaded work on the Syndicated Content Player—a dynamic ad unit integrating video and article content from Openforum.com. Powered by a content management system, the unit dynamically updated content without requiring re-trafficking, ensuring efficiency and relevance at scale. The Syndicated Content Player significantly increased traffic to Openforum.com and boosted customer engagement. The success of this approach set a new standard for branded content distribution and further positioned OPEN as an indispensable resource for small business owners.
