Campaign details

Brand: American Express
Advertiser: American Express
Lead agency: DigitasLBi
Category: Sustained Success - Services

Executive summary

The Challenge

Evolve a recession-inspired event into a sustained movement that continues to celebrate and support small businesses in a culturally relevant way.

The Idea

Claim the Saturday between Black Friday and Cyber Monday for Small Business Owners and capitalize on consumers' evolving spend mindset and behavior.

Bringing the Idea to Life

A national holiday and a movement that gives 27.9 million small businesses2 one powerful voice, and the customers who love them a reason to Shop Small every year.

The Results

SBS has generated more than $50 Billion for small businesses nationally on just 6 days3, inspired 241 million engagements in social media4, and increased American Express brand favorability among merchants by 92%5.

State of the marketplace & brand's business