#ShopSmallSoundtrack
Giving a legacy shopping event a voice, and then a soundtrack.
- American Express
- Creative, music, influencer, social
The story
Small Business Saturday is an American Express institution. That is the strength, and it is also the problem.
How do you make a legacy event matter to a generation that lives on TikTok?
What we made
We gave it a voice. The #ShopSmallSoundtrack, made with Chloe Bailey, turned shopping small into something you could hear, and then something you could make yourself.
Shoppers, creators and the small businesses all built their own.
The outcome
- 1.9M
- impressions
- 8.13%
- engagement rate, double the platform average
- 4,519
- personal anthems made by shoppers, creators and small businesses