American Express was launching its rebranded prepaid product: Serve. My team's strategy included a documentary about the financially under-served and it was my job to ideate and execute creative for the first-ever social media premiere of a feature film on Youtube. Our content strategy included a suite of video and events meant to build both awareness about the film and innovations needed to support communities that had little or no access to traditional financial services like savings accounts or direct deposit.
To this day, I consider the #ServeSomeGood campaign as one of my greatest achievements in social. It encouraged followers of Amex Serve to remember that kindness doesn't cost anything.