Each media channel utilised creative elements that allowed users to engage with the campaign in unique ways, but all creative was developed with the notion of driving awareness and participation.RM mobile ads allowed users to set iCalendar reminders to help them remember to shop on the day, and provided them with local shopping options based on their exact location. To increase appeal, RM banner executions incorporated celebrity tweets (ex, Jessica Alba, Serena Williams) allowing users to tweet / reply directly through the banner to their social network. These banners were placed on prominent homepages and portals on the holiday to maximize exposure, which ran in tandem with Facebook target blocks and Twitter promoted trends. News publications like Ganette and AOL Patch combined national reach with local scale; AMEX worked with these partners to build out media experiences for consumers that incorporated local shopping options and information about the holiday.

Through the combination of awareness and engagement focused social media, the SBS campaign achieved a 65% general US population awareness (AMEX GNPI research). The SBS Facebook page garnered over 2.7MM 'likes', and the volume of buzz resulted in the official SBS hash tag trending organically 3x on the holiday. The campaign received nearly 195K tweets using one of multiple SBS hash tags. The support for the campaign became so pervasive, even the most prominent public figures, including President Obama, voiced their support on Twitter. In addition, Congress passed legislature in 2011, declaring Small Business Saturday a national holiday.