From Inception to National Holiday: American Express Small Business Saturday Campaign Strategy + Advertising Technology

Campaign Introduction: In the world of marketing, there are campaigns, and then there are campaigns that redefine the game. American Express Small Business Saturday, initially launched in 2010, falls into the latter category. This case study takes you on a journey behind the scenes, into the heart of the campaign's inception, where I played a pivotal role in constructing the campaign analytics infrastructure that continues to fuel its success to this day.

Challenge: The challenge was two-fold: to create a campaign that would genuinely make a difference in the lives of small business owners and to prove its impact. The goal was to encourage shoppers to "shop small" and support local businesses during one of the busiest shopping weekends of the year, the Saturday after Thanksgiving. Additionally, it aimed to grow the small business category, American Express OPEN.

Ad Technology Strategy & Setup: As part of a small but dynamic team at a powerhouse advertising agency on the American Express Global Brand Management account, leMEDIA’s founder was entrusted with a critical piece of the puzzle - building a robust campaign analytics tracking system. This tracking system was designed to capture the success of the campaign in real time. It encompassed multiple aspects, including ad engagement, website interactions, and brand engagement.

The real-time analytics infrastructure allowed our team to see how the campaign was resonating with the audience. Were the ads being clicked on? What was the user journey on the campaign website? How were individuals engaging with the brand on social media? These insights were invaluable, as they allowed us to quickly adapt and optimize the campaign in response to what was working and what wasn't.

The Journey Begins

In its inaugural year, Small Business Saturday achieved remarkable milestones. Notably, it had the fastest-growing Facebook page, amassing an astonishing 1.2 million likes by Small Business Saturday. The buzz around this initiative was electric, capturing the enthusiasm of consumers nationwide.

Rapid Growth and Recognition

The second year witnessed even more tremendous recognition. A mention from President Obama was an extraordinary highlight. Furthermore, Small Business Saturday earned official recognition from the United States Senate. This acknowledgment underscored the campaign's impact and commitment to supporting small businesses.

A Nationwide Movement

In the third year, Small Business Saturday evolved into a nationwide movement with the enthusiastic endorsement of elected officials from all 50 states. The campaign's success was not merely in its numbers but in the sense of community and support it fostered among consumers and small businesses across the country.

Accolades and Awards

Small Business Saturday's profound impact and innovative approach earned numerous prestigious awards. These accolades included:

• Cannes Lions (2012): Received multiple awards, including Grand Prix for Direct in Financial Product & Service.

• Clio Awards (2011, 2012, and 2013): Graced with Grand CLIO and Gold awards for various aspects of the campaign.

• Facebook Studio Awards (2012): Named a Blue Award Winner.

• Webby Awards (2012): Honored as an Interactive Advertising Honoree in Interactive Campaigns.