Social and Influencer > Other Interactive Digital Solutions
SMALL BUSINESS SATURDAY
DIGITAS, Boston / AMERICAN EXPRESS / 2011
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This fall, AMERICAN EXPRESS OPEN instituted Small Business Saturday, a groundbreaking U.S. holiday supporting independent businesses. November 27th, between Black Friday and Cyber Monday, Small Business Saturday offered a powerful alterative to mega-stores and mega-sales.
To create a grassroots movement overnight, AMEX launched a multi-touch campaign using simple, powerful social actions. Users could rally friends, gush about their favourite businesses and spend “Shop Small” credits. Small business owners received marketing tools, advice, and, for the first-time ever, free geo-targeted Facebook advertising.These tactics lit the fuse, sparking a national response that was bigger than we could have ever anticipated.
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