American Express: Merchant Social

Challenge: American Express offers small business owners tools, education, and curated deals to help them run and grow their business. But awareness among merchants was low.

Insight: Small business owners don’t need more encouragement, they need easy to access support.

Idea: We turned AmEx social into a solutions-led, storytelling platform. Content featured real merchants and demonstrated how simple it is use American Express offers in their day-to-day operations. Shifting the brand from advocacy messaging to visible business partnership.

Outcome: The work provided a scalable way to communicate merchant benefits year-round, turning abstract brand support into clear, practical value for small business owners and increased click-through rates increased by 19%