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American Express| Backing Change
Project type
Content
Date
November 2023
To highlight American Express's Backing Change initiative we crafted a campaign that highlighted the people the program serves. We gave center stage to 3 Small Business Owners (SBO) who have benefitted from the Backing Change initiative to hear first hand how powerful the program has been for them in their business's growth and personal growth/development. Backing Change spokeswoman Issa Rae chatted with each SBO and brought to videos that are motivational as much as they are testimonial.
With the launch of the videos the SBOs featured not only saw a large influx in customer traffic and brand partnership opportunities (Terminal B x Issa Rae Candle was ICONIC) but the Backing Change program also saw a 15 percent increase in sign ups.
