Creating the campaign for AMEX by amritpal singh

Creating the campaign for Amex bank  

I will create the campaign for AMEX bank. My idea is to organize some competitions such as photography and essays that would be used to select participants from college for scholarship.
My targeted audience here would be youngsters specially those who are at the college .My goal here is to attract young student community. These competitions would attract students to come and join social media pages that would further advantage the bank as they now could reach them easily and could promote their ideas among them. This would increase subscribers, daily viewers as well as those people who would share it, as they want others to participate and get a chance to win money too.

This campaign would be launched twice in a year. First would be in summers so that contestant could participate and get the money to go back n join their schools in September. Second campaign would be launched in December so that more n more students could utilize their vacation time and could use the scholarship for winter term.

I will be using Facebook as not only amex have large number of followers there but there is am option to promote our add campaign that could be utilized well to reach to the masses. Moreover you tube will be used for the same reason as we can boost our add by putting it as advertisement before videos that people play hence making it easier to reach to the masses.
This campaign will attract students, as the scholarship would be a huge help for the students who will receive it. However it will show community involvement of the bank that will attract older audience too. As it Amex lacks in projecting themselves as people’s bank, it would be a good step that will definitely attract large number of audience .