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American Express

Small Business Saturday: Show Your Love


How do you dial up the warm and fuzzies on a beloved holiday shopping tradition? By enlisting The Muppets to help consumers show their love. 

In 2010, AmEx launched Small Business Saturday, inviting consumers to support local businesses during the recession. The campaign was so successful that within a year, the US Senate officially recognized the day.

But with the economy improving, we had to find a new reason for consumers to shop small.

We shifted the focus to local celebration by launching the Show Your Love campaign. To kick it off, we tapped The Muppets.

An original content series featuring these friendly faces encouraged shoppers to show their love for the local businesses that help make their communities unique.

We created memes, gifs and a Snapchat filter to let fans show their small business love.  Everyone from President Obama to influencers made #ShowYourLove break records with over 85 million social engagements and 70 million Snapchat filter views.

On November 28th, 95 million people shopped small, spending a total of $16.2 billion.  The love was definitely shown.