American Express Canada launched a new campaign called “Shop Small” on Tuesday to promote its small and local businesses partners and bring some of its small biz successes north of the border.
Amex launched its campaign on Facebook to profile its network of local merchants – more than 4,000 have joined so far and been given a free digital toolkit to improve their online presence. Torontonians are asked to show their love for their favourite “Shop Small” business by voting for them on an interactive map. The business that receives the most votes will be crowned Toronto’s Neighbourhood Gem and will be featured in an upcoming Toronto Life advertorial.
The winner will also receive a consultation with Facebook Canada to better understand how to utilize social media to drive business.
The brand has long tried to present itself as an ally of local businesses, but Abhi Rege, vice-president of merchant marketing and business insights at American Express Canada, said “Shop Small” was specifically inspired by the success of a U.S. campaign called “Small Business Saturdays,” which launched in 2010.
“American Express has been working with small businesses for awhile. We are excited about “Shop Small’s” potential in Canada.”
This campaign focuses on Toronto throughout April. However, if it is a success Rege said plans to extend it to the rest of the country are in the works.
Creative for the campaign was handled by Boombox, which developed a merchant tool kit with in-store materials promoting the campaign. Mindshare coordinated social and a small broadcast media buy (a 15 second commercial which will run on Citytv until the end of April), and High Road Communications was responsible for PR and social and digital strategy and content.
