Consumers were invited to “shine a light” on small businesses that took innovative approaches to doing business, a sustained commitment to their community and excellence in customer service. To engage and invite participation, vignettes and companion digital assets were created, featuring NBC talent highlighting businesses that inspired them.

These stories appeared throughout broadcast and digital properties driving to an online experience where consumers could submit and engage with the stories. Sharing tool-kits and other amplification assets were integrated throughout the experience, encouraging users to spread the word about these inspirational small businesses and cultivate community support.Several landmark television integrations injected the programme into everyday conversation. Announcing the programme in the Today Show and using the Today Show to reveal the finalists for public voting helped to ignite public interest. A winner announcement in Morning Joe and interview in Your Business continued the conversation in relevant news arenas.

Shine A Light resulted in improved brand metrics with significant lifts in awareness, advocacy measures and overall brand impression. Double-digit increases were achieved in consideration to apply and recommendation of American Express. The programme drove over 1m engagements and garnered 211+m positive impressions from nearly 900 placements.

Thousands answered the call and shared their inspirational stories. The programme strongly resonated with public sentiment and gave customers a voice, an opportunity to be heard and a way to help entrepreneurs grow their businesses. As envisaged, Shine A Light connected deeply with consumers and fuelled a sense of optimism and hope.