American Express

OPEN

Small businesses. Big things.

Discover how American Express OPEN and FedEx help small businesses get business done


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Challenge

The partnership between American Express OPEN and FedEx benefits small business owners, but awareness of this partnership is low. With a target audience that is strapped for time, making hundreds of decisions per day, we needed to create a campaign that educated small businesses by highlighting real challenges and obstacles they face.


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Idea

Small business owners trust others who’ve been in their shoes. They’re more likely to consume media created by other entrepreneurs. Learnings from small business owners, the times that they’ve had an “ah-ha” or “oh no!” moment, are powerful messages for this audience. We created a campaign that shines a spotlight and makes the small business owners heroes — FedEx and¬†American Express¬†OPEN is the support system that made their dreams possible, no matter the challenge they faced.

The campaign shares learnings from those that have “been through it” in the form of content like videos, social media posts, and longer-form articles. Filled with info designed to educate small business owners, the content is designed to create a sense of community by focusing on how others have been able to take the next big step in growing their business.