American Express: WELCOME TO SMALL BUSINESS SATURDAY

Credits & Description:

Advertiser: AMERICAN EXPRESS
Agency: DIGITAS
Category: Best Digitally Led Integrated Campaign
Advertising campaign: WELCOME TO SMALL BUSINESS SATURDAY


Brief Explanation
In 2010, American Express created Small Business Saturday® (SBS), an official shopping day between Black Friday and Cyber Monday, to help fulfill American Express OPEN®’s mission: helping businesses do more business. The 2012 objective: help increase SBS participation and participation on November 24th through digital channels. We accomplished this by housing digital toolkits, dedicated to both SBOs and community members, on ShopSmall.com. We wanted to reach small business owners via hyper-targeted display, social media, and 1-to-1 merchant outreach. Generating awareness through high reaching partners (promoted trend on Twitter, and Facebook, AOL, Yahoo! takeovers) also helped maximize visibility on the day.