American Express OPEN Start Booming

In 2009, small business owners were reeling from the recession, worn down by shrinking demand and economic uncertainty. American Express OPEN stepped in with a mission to help them recover and grow stronger. Owners gained access to charge cards with real purchasing power, along with a suite of digital apps to streamline productivity and marketing.

Through OPEN Forum, they could tap into expert insights, practical advice, and peer networking. And to give them what they needed most, which was customers, OPEN launched Small Business Saturday, a nationwide shopping movement.

Start Booming was the platform that brought these tools, services, and community initiatives together to help small businesses not just survive but thrive. The integrated campaign drove brand reappraisal by 30% and accelerated customer acquisition.