AMEX Shop Small: Driving Purchases with Purpose

In response to the devastating impact of the COVID-19 lockdown on small businesses, AMEX and UM Canada launched a powerful campaign to encourage Canadians to Shop Small and switch from ‘autopilot’ to ‘purposeful’ purchasing. The campaign humanized the face of small business and provided a stage for their inspiring personal stories, putting the spotlight on BIPOC owners, who were disproportionately affected by the pandemic. To drive action, we created an industry-first #ShopSmallStories video content series, launched virtual Twitter pop-up shops profiling owners, collaborated with local influencers, and invited cardmembers to act through a unique, social media driven incentive program. The campaign directly infused millions into the small business community and helped over 64,000 businesses stay on the road to recovery.