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: DigitasMarket: 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.
  • However, in 2010, the aftereffects of the 2008/09 financial crisis meant cardholder spending was still depressed, as consumers looked for value, but also embraced brands with meaning.
  • Both of these stakeholder groups thus needed support from the brand.
“Small Business Saturday” makes an impact
  • The brand’s “Small Business Saturday” campaign in 2010 –...

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