THE ASKWhen Gen Z treats dining like social currency and food content is everywhere, but most recs feel generic, not personal. How can American Express create a social experience to promote the Gold Card (known for dining) that actually feels authentic and relevant to Gen Z?
AGENCY: BARBARIAN
ROLE: ASSOCIATE CREATIVE DIRECTORMusic Tastes
A first-of-its-kind experience that helped users discover new restaurants using their taste in music. By analyzing Spotify’s first-party data, we identified shared-descriptors between music genres and popular cuisines, creating 8 unique profiles. Users were matched with a profile based on their real listening history and served tailored restaurant recommendations through Resy, seamlessly integrating Amex Gold dining benefits.
Paid Social
Results
Music Tastes delivered over 42 million impressions with 1 in 7 users tapping through to book on Resy — setting new Spotify benchmarks for time spent in an experience with 55 seconds and a 133% higher CTR (click-through rate) on audio ads.
42+ million impressions
1 in 3 users shared on social
55 seconds spent in experience
60x higher CTR
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GCD: Sarah Sharp
CD: Lauren Geisler
ACD: Nancy Nystrom
ACD: Zach McKinney
JR. AD: Audrey Baughman
JR. CW: Savannah Baker
Designers: Claudeland Louis, Devin McGuire, JJ Yoon
Animator: Juan Mont
Editor: Matt Ferran, Christie Brown