CONTEXT
Sixteen years ago, American Express founded Small Business Saturday. In 2025 we worked with them to launch a Shop Small Grants Program. This year, they begin awarding 250 qualifying independent businesses.

We needed to create mass awareness for an incredible program and for Amex, while reminding people to Shop Small during the holiday shopping season. We wanted to show how Amex Small Business Saturday had the power to create the “Keith Lee" effect for Small Businesses across the country. So we went ahead and partnered with the most authentic talent partner imaginable: Keith Lee himself.

7 pieces of content including two collab posts to launch cross channels gave us the breakthrough conversation we needed to drive a meaningful groundswell to get the word out about the grants program and the importance to shop small during the 2025 Holiday Season.