Real-time edited preview with
zero re-render delay, thanks to HumanableCX's instant video
IP technology
Full video, as received
can be shared
Scenes can be selected or left out of the member’s shared video
Share button opens member’s share channel options
The HumanableCX personalized video share console
AMEX Platinum:
A personalized Year-End Wrap Video that drives loyalty and card usage
A hyper-personalised “year in review” video experience that deepened loyalty, inspired pride in Platinum membership, and encouraged ongoing card usage.
American Express Australia partnered with HumanableCX
to create a personalised year-end wrap for Platinum Card Members – turning a standard email touchpoint into a memorable, shareable, premium-grade experience.
Each member received a unique video story celebrating their year with the card, designed to reinforce loyalty and gently prompt future usage.
By showing tangible value from membership over the past year
Reinforce loyalty
In the year ahead
Encourage
ongoing card usage
Deliver a premium, personalized experience worth talking about
Feel distinctly ‘Platinum’
Objectives: Loyalty first - Card usage next
Platinum Card Members are some of AMEX’s most valuable customers. The brief was clear:
Rather than another email or static report, AMEX wanted something that felt like a thank you, not a statement.
The Experience:
A personalized year-in-review video
Every Platinum Card Member received a personalised year-end wrap video hosted on a dedicated landing page. The experience was designed as a simple, elegant journey:
Personalized email invite
An email with a video gif thumbnail invited members to see their “Year Behind the Card”,
linking to their unique landing page.
Video-led landing page
Each customer arrived at a clean landing page with their personalised video.
Share-friendly finish
At the end of the video, members gained access to a Share console,
making it easy to share their Platinum story with their social network.
Scene selection
The patented HumanableCX share console technology enabled members to select only the scenes they wished to share in their video. Edited video available in real time.
Infinitely shareable Infinitely viral
View video
Member name
Most shopped categories
Member comparison
AMEX Offers savings
Rewards points earned
Places shopped
Most visited city
Most visited restaurant 1
If attended Delicious Month Out
Earn level
Number of Small Businesses
Other places visited
Most visited restaurant 2
If attended Fashion’s Night Out
Membership tenure
Possible video
scene combinations:
203,840
By showing tangible value from membership over the past year
Reinforce loyalty
In the year ahead
Encourage
ongoing card usage
Deliver a premium, personalized experience worth talking about
Feel distinctly ‘Platinum’
Objectives:
Loyalty first
Card usage next
Platinum Card Members are some of AMEX’s most valuable customers. The brief was clear:
Rather than another email or static report,
AMEX wanted something that felt like a thank you, not a statement.
American Express Australia partnered with HumanableCX to create a personalized year-end wrap for Platinum Card Members – turning a standard email touchpoint into a memorable, shareable, premium - grade experience.
Each member received a unique video story celebrating their year with the card, designed to reinforce loyalty and gently prompt future usage.
AMEX Platinum:
A personalized Year-End Wrap Video that drives loyalty and card usage
A hyper-personalised “year in review” video experience that deepened loyalty, inspired pride in Platinum membership, and encouraged ongoing card usage.
From loyal members to
proud referrers
By giving Platinum Card Members a personalized story they were proud to share, the experience naturally extended beyond the inbox. The built-in Share console turned passive viewers into active advocates – opening the door for more people in their networks to discover what Platinum membership feels like.
The personalized data behind the experience
Member data was woven into each video, transforming everyday card usage into a
hyper-personalized Platinum narrative.
Standout engagement
Beyond traditional email
Open and click-through rates significantly higher than standard outbound campaigns
A strong proportion of the Platinum base not just clicking, but watching their personalized video end-to-end
Deep engagement, with many members
re-watching their video
A significant share rate, with members choosing to share their Platinum story with
their social networks
Standout engagement
Beyond traditional email
A strong proportion of the Platinum base not just clicking, but watching their personalized video end-to-end
Open and click-through rates significantly higher than standard outbound campaigns
Deep engagement, with many members re-watching their video
A significant share rate, with members choosing to share their Platinum story with their social networks
Member data was woven into each video, transforming everyday card usage into a
hyper-personalized Platinum narrative.
Member name
Number of places shopped
Number of Small Businesses
Most shopped categories
Most visited city
Other places visited
Member comparison
Most visited restaurant 1
Most visited restaurant 2
AMEX Offers savings
If attended Delicious Month Out
If attended Fashion’s Night Out
Rewards points earned
Earn level
Membership tenure
Possible video scene combinations: 203,840
Standout engagement
Beyond traditional email
Open and click-through rates significantly higher than standard outbound campaigns
A strong proportion of the Platinum base not just clicking, but watching their personalized video end-to-end
Deep engagement, with many members re-watching their video
A significant share rate, with members choosing to share their Platinum story with their social networks
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