Objectives

Drive awareness for Small Business Saturday and encourage participation

Generate engagement on social media content

Approach

Small Business Saturday is a pivotal American Express B2B and B2C campaign that occurs each year the Saturday after Thanksgiving. The multi-channel campaign places a large investment in driving awareness and participation through social media, with a focus on creating paid targeted assets for distribution on social channels. In 2016, we created a series of creative, including memes and graphics and stop motion Instagram videos and distributed them across organic and paid channels. Throughout the campaign, and particularly on the day of the event, we interacted with businesses, influencers and consumers, sharing and distributing content across channels to capitalize on live buzz.

Results

-Generated 135 million social media engagements, up from 85 million in 2015

-Generated 250,000 social media posts combined on Instagram, Facebook and Twitter

Social Videos:

Two Week Countdown

7 day Countdown

1 day Countdown

Thank You