Titanium > Titanium and Integrated
SMALL BUSINESS GETS AN OFFICIAL DAY
CRISPIN PORTER + BOGUSKY, Boulder / AMERICAN EXPRESS / 2012
Awards:
Overview
Credits
Overview
CampaignDescription
In 2010, American Express created Small Business Saturday, a new shopping day right after Black Friday, to help small businesses get what they needed most: more customers. And it was huge, with millions of people shopping small. The goal for 2011 was clear: Make Small Business Saturday more than just a one-off and cement its place as an official shopping day during the holiday season.
For Small Business Saturday to become an annual event, American Express couldn’t do it single-handedly. So they brought together business owners, consumers and public officials to rally behind an annual shopping day to drive business to small business.
Effectiveness
The second annual Small Business Saturday was even bigger than year one, becoming a top-10 trending topic on twitter and reaching 2.7m 'likes' on Facebook, more than double the year before.
What’s more, it even became an official day. The United States Senate unanimously passed a resolution declaring November 26th to be Small Business Saturday.Most importantly, 103m Americans proudly shopped small, including President Obama. In just over a year, Small Business Saturday went from a day that didn’t exist to cementing its place as a permanent part of the holiday shopping calendar.
Implementation
Facebook was the hub of the movement. There, business owners could find a toolkit to let them carry the day. American Express armed them with everything they’d need, from ‘Shop Small’ badges to posters to social marketing tools.American Express also rallied millions of shoppers with TV spots, banners and print ads explaining the importance of the day, and driving them to Facebook. There, they could ‘like’ the movement, find small businesses and pledge to make 1 small purchase.
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