07 Feb Results/Metrics: How was this campaign
American Express Small Business Campaign Analysis
You can answer these questions in question form it does not have to be a paper
Outline and describe the campaign plan.
Review the website and TV interview at the links below. You can also do additional research to help you answer questions.
https://www.americanexpress.com/us/small-business/shop-small/ (Links to an external site.)Links to an external site.
American Express CEO on Small Business Saturday, stopping data theft (Links to an external site.)Links to an external site.
Situation/Research: What led to the creation of the campaign?
Objective: What was the purpose/benefit? Why would American Express launch a campaign like this?
Strategy: Describe the over-arching approach to this campaign.
Tactics: List and describe the integrated communication assets and platforms for this campaign. These could include advertisements, videos, marketing materials, social media content, public relations activities, events, etc.
Audiences: In addition to encouraging consumers to Shop Small, the campaign involved activating another segment of people: small business owners. Describe both approaches.
Key messages: What are the key messages of the campaign? How do they play out on all of the various integrated communication channels? How did the CEO use the TV interview to better position the company when asked about credit card and identity fraud? And how did he use the question about leadership to support the campaign?
Results/Metrics: How was this campaign successful? Provide data points or metrics that reflect the success of this campaign.
Part 2: Analysis of Tactics
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