Amex KSA's Platinum Card Campaign: Achieving 24M+ Views Through Strategic Influencer Collaboration

In April 2025, American Express (Amex) Saudi Arabia began a big campaign to raise awareness of its high-end Platinum Card.

This campaign, which was done with the help of Boomerang, a specialized agency, was all about a unique luxury influencer experience in Al Ula.

 It spanned Instagram and Snapchat, leveraging their visual nature to showcase the card's premium lifestyle and travel benefits. 

The campaign was a huge success, significantly increasing brand awareness, engagement, and traffic through carefully made, personalized influencer content. 

This was especially interesting because it was Amex KSA's first time using influencer marketing, and there were no previous benchmarks to compare it to.

Luxury Amplified: American Express Saudi Arabia's Influencer Marketing Success

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Executive Summary

In April 2025, Boomerang and American Express (Amex) Saudi Arabia worked together to start a big marketing campaign for the Amex Platinum Card. 

The campaign got rich Saudis to notice, interact with, and visit the website by using high-end experiences in Al Ula, making high-quality content, and picking a small group of influencers.

Brand & Campaign Overview

Brand: American Express (Amex) Saudi Arabia

Product: Platinum Card

Industry: Financial Services/Credit Cards‍

Target Market: Affluent individuals in Saudi Arabia interested in lifestyle, travel, and premium financial products

Campaign Duration: April 2025 (3-day event; 1-month content roll-out)

Platforms: Instagram, Snapchat

The Amex Campaign's Challenges

The campaign had several unique problems, mainly because it was the first in Amex KSA's marketing portfolio. 

The lack of previous benchmarks or set expectations made it difficult to define success metrics and evaluate performance. 

Because there wasn't any historical data, the campaign had to measure things in a way that was flexible and able to change.

 In addition, managing talent and content across different locations, especially during the busy three-day event in Al Ula, was a logistical nightmare.

Another strategic challenge was negotiating an exclusivity clause for the influencers participating in the event window. This was important to keep the campaign's premium and focused story going.

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Creating the Platinum Experience: Strategy & Execution of American Express Campaigns

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The campaign's success was rooted in a thoughtfully designed strategy and meticulous execution, focusing on creating an authentic and aspirational experience for the target audience.

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Strategic Influencer Selection

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Choosing the right influencers was an essential first step.

The criteria were meant to find mega- and Macro influencers with a large following of people interested in Saudi culture, travel, or family. 

This method ensured that the influencers chosen really connected with the target audience: wealthy Saudi Arabians interested in travel, lifestyle, and high-end financial products.

 From a list of more than 25 vetted candidates, five Mega and Macro influencers were chosen.

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The Luxury Immersion in Al Ula

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The primary focus of the content creation was a three-day activation event held in Al Ula, specifically at the luxurious Banyan Tree hotel.

This premium experience was meticulously designed to produce high-quality visual storytelling. Activities include sunrise hot air balloon rides, luxury spa treatments, and fine dining.

This premium experience was meticulously planned to produce high-quality visual storytelling. It includes activities such as sunrise hot air balloon rides, luxury spa treatments, and fine dining experiences. 

The setting and activities were chosen to make the Amex Platinum Card synonymous with an exclusive, aspirational lifestyle.

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Authentic Content Strategy

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The content strategy required each influencer to have at least 100 stories and one Reel. 

The content's goal was to show how daily activities were directly linked to the card's special benefits, such as booking services, upgrades, concierge help, dining perks, and travel experiences. 

One of the main creative goals was to ensure that the content felt natural and fit in with each influencer's unique style while also avoiding a tone that was too commercial. 

To do this, the scripting was made to fit the strengths of each influencer's content. Allowing for genuine expression while highlighting the card's value.

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Tracking and Seamless Implementation

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To ensure the results could be measured, each influencer was given a unique link that made it easy to see how much traffic and interest their audiences generated. 

This foresight was very important in determining how the campaign directly affected the number of sign-up requests. The implementation phase included thorough onboarding of influencers and detailed creative briefs. 

The Boomerang team was present in person for the whole three-day event to ensure smooth operation and solve problems as they arose.

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Impactful Results For American Express Influencer Campaigns

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The American Express Saudi Arabia Platinum Card launch campaign yielded impressive quantitative and qualitative results.

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Quantitative Achievements

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The campaign generated substantial reach and engagement across Instagram and Snapchat.

• Total Views Across All Platforms: 24M+
• Total-Content Pieces Produced: 640+
• Average Engagement Rate: 1.9%
• Peak Engagement Rate: 3.5%
• Average CTR on Links: 1.2%
• Total Follower Reach: 7.5M+
• New Followers Reached Outside Influencer Audiences: ~50K

The achievement of approximately 50,000 new followers reached outside the influencers' direct audiences is particularly significant, indicating substantial organic virality or secondary sharing.

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Qualitative Success

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In addition to the raw numbers, qualitative feedback demonstrated the campaign's positive reception. Both influencers and audiences responded positively. 

The campaign also generated many questions from the audience and showed great interest in the product. This shows that the content did a good job of piquing people's curiosity and making them want to know more about the Amex Platinum Card. 

The campaign was successful in moving interested people down the marketing funnel because the audience had many questions and was very interested in the product. The average CTR on links was 1.2%.

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Key Takeaways for Influencer Marketers 

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The American Express Saudi Arabia Platinum Card launch provides valuable lessons for marketers, particularly those operating in the luxury sector or venturing into new marketing channels.

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What Worked Well

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• Customized scripts per influencer led to authentic content.
• The premium experience created high-quality visual storytelling.
• Team presence on-site ensured smooth execution.

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Challenges & Solutions

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• Lack of clear Proactive team coordination solved last-minute changes caused by unclear client communication.
• Reels underperformed slightly, indicating an opportunity to adjust the future content tone for virality.

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Opportunities for Future Campaigns

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• Focus future campaigns on top-performing influencer genres.
• Explore storytelling-focused Reels versus benefit-focused content.
• Establishing KPI benchmarks in advance directly addresses the initial challenge of "no prior benchmarks or expectations set."

Client's Perspective: A Testament to Partnership

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The success of the campaign was also echoed by American Express Saudi Arabia, with a suggested testimonial highlighting their satisfaction:

"We were proud to see the Platinum Card’s unique lifestyle value brought to life creatively across social media. The Boomerang team helped us deliver a premium experience digitally and on the ground."

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Conclusion: The Future of Premium Influencer Marketing

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The launch of the American Express Saudi Arabia Platinum Card is an excellent example of how luxury brands can use influencer marketing to their advantage. 

The campaign met its primary goals of educating people about the Amex Platinum Card, highlighting its unique benefits, and encouraging them to visit and sign up for the site. 

This was done by c We achieved this by carefully selecting influencers, crafting an immersive, high-end experience, and ensuring the content was authentic and customized for each individual.

Impressive numbers, such as millions of views, high engagement levels, and strong qualitative feedback, show how powerful a well-planned influencer strategy can be. 

We learned many things from this campaign, especially how to improve Reels and other content. Setting clear performance goals and formats will be very useful for future marketing efforts. 

This project was a success, which shows how effective well-done influencer marketing can be at connecting rich people with luxury brands. This is important for changing markets like Saudi Arabia.

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