#ExpressThanks

Challenge: Employee Appreciation Day is celebrated on the first Friday in March every year, but most people don’t know it exists, and even those who do don’t seem to celebrate.

Solution: To raise awareness of this underrated (but still important) holiday, American Express wanted to launch a social media campaign giveaway that would encourage people to actively thank and show their appreciation for their coworkers. This resulted in our #ExpressThanks campaign: Simply hand-write your colleague a thank you note, place it on their desk, and post it on Instagram for a chance to win prizes—one for you, and one for your colleague of choice. The Instagram giveaway was coupled with pop-ups across four major US cities on Employee Appreciation Day, set in major transportation centers to catch employees on their commutes to and from work, with the same attempt to get them to #ExpressThanks to their colleagues.

Results: 10,000+ Social media impressions, 1000+ giveaway contest entries.

Copywriter: Aya Hamada