20 Best Marketing and Advertising Campaigns We Have Ever Seen e book 20_Best_Marketing_and_Advertising_Campaigns | Page 20

20
SMALL BUSINESS SATURDAY
BRAND & CREATIVE:
American Express
“Small Business Saturday” won a Blue award
at the inaugural Facebook Studio Awards, and the
New York Festivals International Awards deemed it
the “World’s Best Idea.” But this campaign became
more than just a once-a-year push to get people to
swipe their credit cards at more local establishments.
STEAL THIS
Create content that creates a movement – when you
get behind good causes (or create your own), they can
take on a life of their own.
It raised the awareness of the public about who they
spend their money with, got local officials -- and even
the President -- involved, and taught local merchants
how to use digital to garner community support.