American Express
Backing Change campaign
American Express
Backing Change campaign
9.5% of US businesses are Black-owned (2.6m), but they only generate 1.3m in total American sales.
American Express wanted to address this by driving greater opportunity for Black business owners nationwide through its partnerships with the U.S. Black Chambers and Coalition to Back Black Businesses (CBBB).
As a business owner herself, Issa Rae, with her message of positivity and determination, was a natural fit to front this campaign.
Working with a team of Creative and Strategic directors, I wrote scripts for Issa Rae to read in a series of videos, and inclusive messaging to promote the campaign on social and inspire our audience to register their businesses, apply for grants, and visit American Express’s online hub for tools and resources.
The campaign achieved 47 million display impressions and our social posts garnered over 133k link clicks.
It resulted in a 208% increase in site visits for CBBB from the previous year, with grant applications up 134%.
9.5% of US businesses are Black-owned (2.6m), but they only generate 1.3m in total American sales.
American Express wanted to address this by driving greater opportunity for Black business owners nationwide through its partnerships with the U.S. Black Chambers and Coalition to Back Black Businesses (CBBB).
As a business owner herself, Issa Rae, with her message of positivity and determination, was a natural fit to front this campaign.
Working with a team of Creative and Strategic directors, I wrote scripts for Issa Rae to read in a series of videos, and inclusive messaging to promote the campaign on social and inspire our audience to register their businesses, apply for grants, and visit American Express’s online hub for tools and resources.
The campaign achieved 47 million display impressions and our social posts garnered over 133k link clicks.
It resulted in a 208% increase in site visits for CBBB from the previous year, with grant applications up 134%.
Small Business Live
Small Business Live was a live-stream fundraiser created by Superfly in collaboration with TikTok, Square, and numerous celebrities and businesses in 2020.
It featured artists including Ms. Lauryn Hill, 2Chainz and Brittany Howard performing at small businesses across the US.
As a Creative, Associate Producer and Researcher on the project, I helped to conceptualize and create video packages to air on the show. This involved curating artists, songs, small businesses, celebrities, and TikTok talent. I then wrote talent pitches, and reached out to artist- and region-specific businesses to be featured on the show.
My creative duties included writing video scripts and interview questions for hosts and celebrity talent including DJ Jazzy Jeff and comedian Naomi Ekperigin. I also wrote tag lines, on-air promotions, and website copy for the event and its partner organizations.
The one-day event attracted 9.7 million live-stream viewers and it raised $1 million in donations for the small businesses hit hardest by COVID-19, with a focus on those run by women and people of color.
