The campaign focused on small businesses, especially the most disadvantaged, at a time when they were emerging from the shadow of the pandemic. The campaign sought to highlight the new ways to grow, by giving them access to the tools and visibility they needed to reset.

After a 40-year decline in entrepreneurship millions of people started new businesses in 2020. Most of them knew just enough to get online and start to grow their presence, but they lacked the skills and tools to make the most of the online marketplace. These new businesses needed to find their audience quickly.

The creative idea was to make the invisible visible: to connect small businesses to the stage, the tools and the audience they needed to grow.

People love small businesses and want to support them, but with everything going on in the world, it’s easy to lose sight of them. Rather than just talking about the power of the platform, we demonstrated our support for businesses by putting them center-stage, using a blend of real-world installations and digital curation to shine a light on all the great ideas out there.

Good Ideas Deserve To Be Found was a global effort to give businesses’ ideas the training, inspiration, and support they need to grow. Along with traditional advertising, the effort included education, events, social, and activations to rally the business community.

The campaign launched with the Good Ideas Festival, an online showcase of small business successes. Next, we took the streets and gave vacant storefronts on Main Streets in the US, Canada, and Brazil to small businesses, making them shoppable with QR codes. And during cultural moments, like must-see sporting events and Black Friday, we created programming that changed conversation from big companies to our smallest businesses. We even created a custom digital sticker, only available to businesses on Facebook and Instagram, that made it easier for good ideas get seen, get shared and get found by customers.

The campaign reached 25 million businesses across the world, generating above-benchmark engagement and view-through rates. It was successful in driving 32 million engagement actions including views, reactions, comments, shares and more.