American Express – Small Business Saturday

This case study looks at how American Express found success with its Small Business Saturday campaign in the US and how it grew into a social movement for local community businesses and gained the support of a US President.

Campaign details

Brand: American ExpressLead agency: Digitas Market: US

Market background and context

Two groups of Amex stakeholders needed support
  • American Express cardholders enjoyed a huge perk, as they enjoy additional savings when making purchases from companies within the financial brand’s OPEN network.