AMEX Small Business Saturday: the campaign that gives back

What is it?

American Express set out to help small businesses in a struggling economy. Creating 'Small Business' Saturday. The day after black Friday, where Americans were encouraged to shop small. With phenomenal results.

Why do we love it?

Not only did American Express conceptualise the idea - they gave it the tools to succeed. Creating a promotional tool kit for small business's, gaining local congress as advocates and promoting heavily through their own resources. This labour intensive campaign ensured true brand love & loyalty.