creative writer
creative writer
American Express came to BuzzFeed with two goals:
Amplify the Shop Small initiative across millennial audiences during the 2018 holiday season
Promote and feature small businesses across America
My approach?
Feature real business owners from backgrounds and identities we know our audience relates to, and create shopping posts with things we know our audience buys.
This was one of the most exciting and meaningful campaigns I’ve had the opportunity to work on at BuzzFeed. I coordinated with 70+ small business owners across identities and locations, learned their stories, and helped boost their business during the holiday season.
As far as KPIs, we completely crushed it. The posts garnered over 800,000 views, which is 200,000 views more than we promised the client. We saw a click through rate of 4.1% (2.0% Facebook CTR benchmark); 3.8% engagement rate (1.5% benchmark); 15% link click out rate (11% benchmark); and the average time spent on these custom posts was 63 seconds (45 seconds average time spent benchmark).
The best part, though, was the amount of heartfelt thanks we received from all these incredible business owners. BuzzFeed’s reach and the distribution of this branded content gave them sales like they had never seen before, and they were all excited about the growth to come.
Take a look at the posts:
You’ll Totally Gush Over These 11 Business Owner Couples
21 Unique Holiday Gift Ideas From Women-Owned Small Businesses
10 Incredible LGBT-Owned Small Businesses That Have Your Holiday Shopping Covered
13 Small Businesses To Check Out For The Pet Owners On Your Holiday List
14 Affordable But Impressive Holiday Gifts From Online Small Businesses