How AmEx mobilised its members to support small businesses
American Express has always supported small businesses. During the pandemic, the brand found a way to mobilise its card members to continue their support and improve brand perceptions.
Context
After the pandemic, as retail and dining businesses re-opened across Europe, American Express wanted to show its support for them in its major markets of France, Germany, Italy and Spain.
Objectives
- Increase the number of small businesses who use AmEx to handle their company finances
- Increase perceptions that AmEx supports small businesses
Strategy
The brand knew that one of its greatest strengths in the eyes of its merchants was its ability to mobilise its cardmembers into action. American Express rewarded cardmembers for shopping with small and independent retail and dining outlets and using their card as high streets re-opened post-lockdown, at the same time as advocating for the vital role these businesses play.
Outcome
The campaign started with a special Cardmember offer, and focused on driving press as well as working with influencers. It generated 156 pieces of coverage, delivered 19m organic impressions on social and resulted in an increase in agreement that 'American Express supports small businesses' from 22.2% to 65.2% amongst all consumers.
The work
