Advertising Case Study
opinion o American Express. Among thegeneral public, nearly orty seven percent othose who cited Facebook as a source havea more avorable impression o AmEx versusthirty percent o those who are awarerom sources other than Facebook. AmongCardmembers, sixty fve percent o thosewho cited Facebook as a source have a moreavorable opinion o the brand, comparedto orty nine percent who did not citeFacebook as a source.
downloaded point-o-purchase andpromotional materials rom the SmallBusiness Saturday Facebook Page and 10,000small businesses signed up and receivedree Facebook advertising (this oer soldout).
movement by liking Small Business Saturdayon Facebook. This means the brand can nowreach over 100 million riends o those answith Friends o Connections Targeting.
2010 “Small Business Saturday” includingMayor Bloomberg o New York.
approximately 3,000 press mentions.American Express says Facebook helped createthe community that made Small BusinessSaturday credible and so successul. “Facebookallowed us to achieve connectedness, creatinga sense o community around an eort to drivecustomers to small businesses, which we couldnot have accomplished in any other way,” saysJohn. “You don’t oten get to work on a projectwhere you really eel like you’re making adierence or an entire community.” In addition,Susan says that as the Facebook communitygrew, so did the movement’s credibility andpress attention.The company credits the power o thiscommunity and its cross-media campaigns or
percent awareness among Americans. “The speedat which we could get a message in market anditerate on it, literally in the course o a day, is notsomething you can do through email, direct mailor TV,” says Susan. “Not only were we able to geta an base o over a million people on Facebooksupporting Small Business Saturday, but whenyou think about their riends, we’re talking aboutover 100 million people being aware o SmallBusiness Saturday,” says John. “We don’t knowany other way that we could have scaled thatlevel o awareness and that level o engagementin about two and a hal weeks.”We’ve built an engaged community around acause that people are passionate about Susansays. “The million and a hal ans don’t goaway—they are now a permanent community.”John adds that as a marketer, “the challengeor American Express is how do we engagepeople and get them involved in the things weare doing that we jointly value. When you dothat, you change the way people eel aboutyour brand and your company, and that is themost important thing that marketing can dotoday. That is the outcome o the Facebook andAmerican Express eort behind Small BusinessSaturday.”