A decade ago American Express created Small Business Saturday. It remains a day to celebrate small businesses and win back commerce from box chains and online retailers. Despite its popularity with customers, stores, and even presidents: Amex is no longer associated with it. We needed to change that while also getting folks out to shop small on Small Business Saturday.
To reclaim our mantle, we needed to educate the public about Small Business Saturday and how shopping small can show the love to your community. And, we needed to do it while encouraging folks to get out the door. And for the CTA to really sing? We needed an anthem.
We worked with renown artist Chlöe Bailey to create a unique TikTok-able Soundtrack and accompanying Challenge. The Soundtrack would educate and encourage people to shop small on Small Business Saturday. And the Challenge would get folks to support their communities and spread the message. Influencers would join in to spread both far and wide.
