American Express X Shop Small: Jingle Sells

In 2021, Small Businesses were in a rough spot after just enduring a global pandemic. Entering the 2021 holiday shopping season, 78% of small business owners said their holiday sales would determine if they stayed open in 2022. So, for their 12th Small Business Saturday, it was more important than ever for American Express to focus their resources on supporting small businesses more directly than ever before to drive traffic into stores.

Introducing Jingle Sells: 100 jingles for 100 Small Businesses, from barbershops to bakeries, bookstores to bike shops. We sang the praises of over 100 small shops across the U.S. with their very own custom jingle and then guided Amex to promote the heck out of them by giving big business media dollars to the little guys, exposure that they had never had before.

With Jingle Sells, Amex saw its most successful Small Business Saturday (Nov 25th) ever with $23 billion in sales (up 18% from last year), and the campaign was recognized with a Silver Clio Award.

Beyond the merchant-specific jingles, we created geo-specific jingles that made noise about five key regions (NYC, DC, CHI, SF and LA) and the famous shopping neighborhoods their known for.

Here’s the case study: