The aspiration was crazy: how can we create a National Holiday through grass-roots efforts (social media!) to support small businesses across America? How can we inspire merchants and consumers to take this idea and run with it? Given the state of the economy, we knew the idea was ripe and American Express was perfectly positioned to ignite it.

Launch the campaign
Published
August 2012
Topics

The Story

The aspiration was crazy: how can we create a National Holiday through grass-roots efforts (social media!) to support small businesses across America? How can we inspire merchants and consumers to take this idea and run with it? Given the state of the economy, we knew the idea was ripe and American Express was perfectly positioned to ignite it.

Now more than ever, people are the most effective channel for any idea or message. If they are inspired to share it, if they have passion for it, there's no telling how far they will take it. Our aspiration was a campaign that earned people's attention by doing something for the greater good. A campaign that used social media as its primary engine. Facebook provided the hub and amplifier. Twitter was integrated seamlessly, allowing people to do a "shout out" to their favorite businesses. YouTube brought the idea and emotion to life through real stories from real businesses.

The Technology

The Results

The campaign boosted sales for small businesses across America by 23%. It was made an official holiday by the United States Congress. It was tweeted about by President Obama. Almost three million people engaged with it on Facebook. It was covered extensively by national and local news media – millions of dollars in free PR. In just two years, it has solidified its place as a National Holiday and cultural phenomenon.

34

stomach ulcers

40

Team members working on this project

2000

total hours of missed sleep

Launch Date Nov. 27, 2010