Advertising Headline/Tagline
Campaign: American Express x TikTok #ShopSmall Accelerator
Prepared by: Mayisha Shamiha
Date: March 25, 2025
Target Audience:
• Primary Audience: U.S.-based small business owners, particularly women, BIPOC, and immigrant entrepreneurs aged 25–45.
• Secondary Audience: Gen Z consumers aged 16–24 who favor discovering businesses and products through trusted creators.
Ad Placement:
The advertisement will be featured in out-of-home (OOH) locations such as urban transit hubs, business districts, and community centers, as well as online platforms including TikTok, Instagram, and Facebook.
Goal:
To increase awareness and participation in the #ShopSmall Accelerator program, thereby empowering small business owners to effectively use TikTok to reach and engage Gen Z consumers.
Rationale:
Small businesses often face challenges in digital marketing due to limited resources and expertise. With TikTok emerging as a pivotal platform for consumer engagement, the #ShopSmall Accelerator offers essential tools and resources to help these businesses thrive in the digital landscape.
Campaign Tagline:
“Don’t Just Compete. Create. #ShopSmall with Amex.”
This headline reflects the campaign’s tone – supportive and empowering. Making it accessible to all entrepreneurs.