Looking to turn Small Business Saturday into a “holiday” akin to Black Friday, American Express turned to NBCU and Digitas to create a linear and social campaign that would appeal to both shoppers and business owners to highlighted the unique benefits of shopping small (specifically, customizable experiences, shop owner guidance, and locally curated products).

Leveraging NBC’s A-list talent, we paired Kristen Bell with her celebrity friends (and husband) to create heartfelt and comedic shopping experiences at real small businesses.

The campaign consisted of linear spots, bite-sized social spots, and targeted outreach from celebrity talent on Twitter, Instagram, and Facebook.

The result was a campaign that raised awareness and brand loyalty, and cemented Small Business Saturday as a permanent fixture in the shopping zeitgeist.

Broadcast

Social