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Small Business Saturday

American Express

American Express wanted to introduce Small Business Saturday, a day where people Shop Small to support local businesses, to the UK. We positioned it as a grassroots movement (as opposed to a marketing campaign), and encouraged everyone from media to influencers and politicians to celebrities to get involved in their own unique way and promote the day. Activity included filmmaker Heidi Greensmith releasing Saturday, documenting a typical weekend day for three small businesses; artist Sir Peter Blake designing a poster celebrating high-street shopkeepers; and model Daisy Lowe starring in a big fashion shoot for one lucky small retailer. The campaign got 20% more people shopping small compared to the year before, and spending an extra £500m in the process.

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