American Express used Facebook to engage with people to encourage shopping at local merchandisers on the Saturday after Thanksgiving. The initiative ‘Small Business Saturday’ used the Facebook Premium Ad format to drive people to the Small Business Saturday Page, where visitors got further information. Shoppers who used their American Express cards on the designated day received a $25 credit when they spent $25 at a participating merchant. American Express also provided 10,000 small businesses with free advertising on Facebook to promote the day. After the campaign, 40% of the general public was aware of Small Business Saturday, the company claims.
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Brand: American Express | Country: USA| Sector: Finance | Objective: build brand awareness & engagement | Format: Facebook Page
