Cannes Lions

CARD SERVICES

MINDSHARE, New York / AMERICAN EXPRESS / 2012

Film
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Execution

We created a system where Americans supported the cause, discovered small businesses, and shopped small through the integration of communication channels.To empower merchants, we enlisted media partners to raise awareness and educate them on available resources, including point-of-sales materials and digital tools. Special print, radio, and digital advertising opportunities across 150+ markets, made the movement truly national.To encourage consumer participation, TV, radio, and print partners secured talent, donated inventory, and produced custom content that educated consumers on the importance of small business and enlisted them to join the movement. We expanded this by recruiting celebrity advocates and digitally amplified their activism.

Social media served as a rallying point, allowing supporters, to comment, engage, and share. Participation became easy, social, digital, and mobile assets enabled merchant discovery, provided calendar reminders, and fostered sharing of where they planned to shop.When millions of Americans shop small, it’s huge.

Outcome

2011 SBS surpassed expectations:•~103 million shopped small²•Amex Cardmember transactions at independent small business merchants increased ~23% from SBS 2010²•Public awareness of SBS rose to 65% (+28% versus 2010)²•500,000+ merchants leveraged online tools or promotional materials² •~2.7 million "liked" the SBS Facebook page (+2x 2010)²•~195,000 tweets were sent in support of SBS²•Elected officials in all states and Washington D.C. championed SBS, including President Obama²•The U.S. Senate unanimously passed a resolution, designating November 26th Small Business Saturday²Sources: ¹ Needleman, Sarah. “Retailers Brace for Holidays.” The Wall Street Journal. 10/20/2011 ²American Express Press Release. 12/7/2011

Similar Campaigns

12 items

Conspiracy Theory

ARNOLD WORLDWIDE, Boston

Conspiracy Theory

2017, PROGRESSIVE

(opens in a new tab)