American Express took top honors in the Facebook Studio Awards for its Small Business Saturday promotion on the social network. A jury of marketing executives selected 10 more winning campaigns that used the Facebook platform to promote social interactions and sharing.
Digitas and CP&B helped American Express create Small Business Saturday as a counterpart to Black Friday and Cyber Monday after Thanksgiving. The credit card company gave cardholders $25 credits when they shopped in independent stores on Nov. 26. Amex also provided small businesses with in-store signage, social media advice, email support and $100 advertising credits on Facebook and LinkedIn. An estimated 103 million people participated in the second annual event, and sales recorded on American Express cards on Nov. 26, 2011, were up 23 percent from the same Saturday in 2010.
“It is the type of work that would not have been possible without Facebook,” Facebook Director of Global Creative Solutions Mark D’Arcy says in a Q&A on the Facebook Studio site. “With Small Business Saturday, multiple agencies and the client worked together to create a platform that has been transformational for Amex’s business and has lived far beyond a typical campaign. The work also genuinely made the world better.”
Other winners were:
- Flair’s “Fashion Tag” by Duval Guillaume (Gold)
- KIASMA Museum of Contemporary Art’s “Make a Better One Yourself” by Hasan & Partners (Gold)
- Wrigley’s “Serenading Unicorn 2011” by Evolution Bureau (Gold)
- Social Democratic Party of Switzerland’s “What Zurich Needs” by Walker Werbeagentur (Gold)
- Health insurance company Dovera’s “My Blood Group” by Zaraguza DIGITAL (Silver)
- Intel’s “Progress Thru Processors” by Noise (Silver)
- Commonwealth Bank’s “Community Seeds” by Imagination (Bronze)
- Nike’s “Corrida Sp-Rio 2011” by LiveAD (Bronze)
- Wrigley’s “Mob the Rainbow” by Evolution Bureau (Bronze)
- Nike’s “Nike+ GPS App” by R/GA (Bronze)
“One of the things we really valued was when the passion and energy from a campaign manifested itself in real-world activation,” D’Arcy says.
Of course, the winners were operating on a scale that most businesses cannot replicate, but that was part of the judging criteria. The effort had to be part of a larger multimedia campaign. We’d like to see Facebook develop a way to acknowledge smaller campaigns and companies that exemplify social thinking year-round. Right now it does not use its own Marketing Solutions page to great effect. Spotlighting pages, apps and campaigns would be more useful for the hundreds of thousands of people following this page.
More details and links to the winners’ work are available here.