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.