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American Express
Small Business Saturday

RAN IN: United States

CLIENT
American Express Company

Tessa Pauly - Sr. Analyst, OPEN Brand Strategy & Mktg.

AGENCY
SUMMARY

In 2010, American Express created Small Business Saturday, a new shopping day between Black Friday and Cyber Monday, to support small businesses, create jobs, preserve neighborhoods and fuel local economies nationwide. But 2011 would be the real test. Could American Express take what started as a simple idea of supporting small businesses during the holiday season and transform it into a permanent fixture on the American shopping calendar? In just its second year, American Express took Main Street mainstream with a multitouch campaign that activated the small business community, consumers, media and brand partners, and even local and national government officials using powerful social action

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, Print

Audience: Brand Influencers

Objectives: Build, change corporate image

Type: Business to Consumer

Classification: National

Language: English