Bop is the new rallying cry.

Over a decade ago, American Express invented Small Business Saturday, a day to celebrate local shops and push back against big-box and online retail. But while the movement thrived, Amex lost the credit. Especially amongst Gen Z shoppers.

To reclaim that connection and rally people to Shop Small, we partnered with Gen Z favorite Chlöe Bailey to create a custom TikTok-able Soundtrack and Challenge. Chlöe’s #ShopSmallSoundtrack was an original TikTok sound and shared anthem for supporting small businesses, inviting creators to share their own Shop Small hauls—and connecting Amex back to the tradition it started.

Results:

1.9M impressions with 92,600 total engagements | 8.13% engagement rate. Double platform average.
4519 personal anthems across creators, shoppers and small businesses.
$8.41M earned media | 73% increased positive sentiment

#ShopSmallSoundtrack TikTok Challenge | Case Study

TikTok Tease

Challenge Drop

Flooding the #FYP

We partnered with 100+ Influencers across the country to go shopping at their favorite mom and pop shops and document it for TikTok. Using our shared anthem to soundtrack their hauls, we took over TikTok, rallying even more shoppers to join in on the Small Business Saturday tradition.