American Express Open: Small Business Saturday

This case describes the campaign behind American Express OPEN's second "Small Business Saturday" that sought to establish the event as an annual day, in the run-up to the holiday season, to celebrate and drive business to America's small independent retailers.

American Express Open: Small Business Saturday

Mindshare

Summary

American Express OPEN's mission is to help small businesses do more business. That's why in 2010 American Express created Small Business Saturday®, a day to help small businesses get what they needed most, more customers.

Leveraging American Express' network of Cardmembers and merchants, the initial Small Business Saturday brought millions of buyers and sellers together in a way that drove more business to America's independent retailers and restaurants.

Building upon the tremendous success of the inaugural Small Business Saturday, in 2011 we set out to make this day a permanent fixture of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands