American Express

#ShopSmallSoundtrack

Giving a legacy shopping event a voice, and then a soundtrack.

Client
American Express
What we did
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.

#ShopSmallSoundtrack
#ShopSmallSoundtrack
#ShopSmallSoundtrack

The Outcome

1.9M
impressions
8.13%
engagement rate, double the platform average
4,519
personal anthems made by shoppers, creators and small businesses