Media > Best Integrated Campaign

BIG BREAK FOR SMALL BUSINESS

DIGITAS, New York / AMERICAN EXPRESS / 2012

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Overview

Credits

Overview

Effectiveness

1.2 billion program impressions across paid, earned and owned channels; 39.5 million in PR.Big Break videos: 628,000+ views11,000 small businesses entered the contest: 177% higher than projections. Increase of nearly 50K fans for OPEN and Small Business Saturday Facebook pages, without “like gating” the experience.Finalists saw an average of over 100% increase in fans through the program period.Big Break participants reported significant increases in sales (up to 100%) during the program.Leveraging Big Break case studies, OPEN and Facebook continue to educate and inspire small business owners to use Facebook’s business tools through a national roadshow.

Execution

We put out the call-for-entries on Facebook. Small business owners across the country recognized the unique opportunity and over 11,000 entered—each receiving $50 in free Facebook Ad Credits to get started with social media. Expert judges from Amex and Facebook, along with Guy Kawasaki and John Batelle, narrowed the field to 10 finalists. Then the Facebook community chose the 5 winners.For each finalist, we created a comprehensive marketing kit—including shareable videos and social media tools—to help them campaign for votes and reach new customers. Through “likes” and video shares, consumers helped their favourite finalists campaign for votes.

Strategy

American Express OPEN realised small businesses were falling behind the social media curve. So we teamed up with Facebook, creating Big Break for Small Business—a contest to bring five small businesses to Facebook Headquarters for hands-on training and give them $20,000 to implement social media strategies.

Insight:• Small business owners cite social media as the #1 most effective marketing channel.• 70% of small businesses use Facebook to reach consumers (Up from 50% a year ago)• 37% cite lack of time and resources as their top online marketing challengeStrategy:To give small business owners a unique opportunity to learn how social media, especially Facebook, can help grow their business.

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