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Dispositif

How big was it ?

A 350% increase

in social buzz from

2010

Digital & Media plan

Youtube

Facebook

Top 10 trendings on twitter

Amex launched a multi-touch campaign giving users simple achievable actions that, when added together, created a huge impact.

Small Business Saturday became a national holiday

Goal

The main issue

3 steps to make Small Business Saturday more than a one-off event

3-

To turn SBS into a real shopping day thanks to this national movement.

2 -

In 2010, American Express created Small Business Saturday, a huge new shopping day right after Black Friday...

To use a multi-platform campaign for the consumers.

But 2011 would be the real test.

How to make SBS turn into an ongoing tradition ?

1 -

To increase awareness of the "Shop Small" concept by helping independent business owners.

Concept

Small Business Saturday is a day to show support for local economies, stores and the people who work there

Amex launched a multi-touch campaign giving users simple achievable actions that, when added together, created a huge impact.

Target

?

American shoppers

?

AMEX

customers

External recognition

Context

Small Businesses are a very important driving force for the US economy

CRISIS

28 million SB in US

SB accounted for 63 percent of the net new jobs created between 1993 and mid-2013

50 % of the population works in a SB

American Express : Small Business gets an Official day

Based on Jim Harvey's speech structures

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