American Express’ latest campaign is hoping to appeal to small business owners by placing ads on social and digital platforms such as Reddit.

The “Redefine Possible with Business Platinum” campaign highlights the company’s Premium Business card as the best choice for Canadian entrepreneurs, while embodying the “powerful backing” message that emphasizes Amex’s new global brand platform.

Besides ads on Reddit, the campaign is being promoted on other social platforms such as Meta, LinkedIn and Pinterest. The media plan also includes online video, Connected TV, Spotify, YouTube and OOH, with billboards in The Well business center and in various Toronto neighborhoods, including Leslieville, Yorkville and Queen. GO transit posters, TTC wraps and ads on transit shelters are also available in the GTA.

UM Canada led media buying, while North Strategic and Notch Video handled social creative and PR. Dentsu was in charge of the creative for online video, Connected TV, YouTube, Spotify and OOH.

Chris Gibson, American Express Canada VP of card acquisition and engagement, tells Media in Canada that, in response to evolving consumer behaviors and engagement on digital and social platforms, the brand wanted to prioritize connecting with its audience in their preferred spaces. “Our media strategy spans a variety of channels to effectively reach small business owners, particularly Millennial business owners.”

According to Gibson, the campaign underscores the advantages of its Premium card when starting a small business or expanding, as the brand has seen that “small business owners face the dual challenge of accelerating growth while ensuring long-term sustainability.”

In last year’s card renewal process, Amex identified financial flexibility as a key benefit that resonates with its audience of small business owners. Furthermore, according to a study done by the brand in August, eight out of 10 (81%) small business owners are confident of reaching their financial goals this year. This optimism is due to improved cash flow (80%), the introduction of new products and services (71%) and greater access to working capital (65%).

Gibson says that Amex also wants to build on the strong emotional connection many small business owners have with their businesses. As they prioritize their business, owners are looking for opportunities to celebrate their successes, which is why the campaign highlights other card benefits, such as travel points, he adds.