American Express (Amex) Canada recently launched a targeted campaign to build credibility with small business owners (SBOs). The brand says the “Small Means Business” initiative optimizes the company’s media mix, focusing investments on the channels where the brand would have the greatest impact.

As part of the campaign, Amex Business cardholders were invited to in-person events in Toronto, Montreal and Vancouver, where local entrepreneurs and influencers – many of whom are SBOs – gathered to connect and share their stories.

In all three cities, the events included networking opportunities, a cocktail-making experience, dinner menus selected by local restaurants and promotion for 20 small businesses. The events were held throughout October to celebrate Small Business Month.

Amex Canada VP of customer marketing and engagement Phanikar Yenamandra tells Media in Canada that the events served as a platform to launch a cost-effective 360-degree campaign, as some of the local entrepreneurs invited to the events also appear in the campaign’s social media assets.

The brand published four Instagram reels, each featuring an SBO, with paid support from Meta, along with a main reel celebrating the small business owner community as a whole. The creative approach documented the factors contributing to each business’s success, highlighting their dedication and skills.

In addition to the Meta purchase, the brand is promoting the reels in partnership with Canadian creators Allegra Shaw, Edi Candeo, Karmen LaMer and Julia Gallay, who are sharing the stories of featured SBOs and offering their own perspective on the importance of supporting local businesses.

The campaign also includes a partnership with The Globe and Mail for sponsored content, “extending our reach to a highly engaged audience of SBOs and professionals,” Yenamandra says.

UM handled the media buy, while North Strategic handled influencers and public relations. Notch was in charge of content capture and BT/A handled event planning and strategy.

Yenamandra notes that media spend for the campaign remained constant compared to previous years.

The work also continued the brand’s focus on interacting with business owners both online and in person, leveraging Small Business Month to strengthen relationships with owners and customers in general. By highlighting the personal stories behind each business, Yenamandra says that the content deepens emotional connections and reinforces Amex’s commitment to SBOs. This aligns with the brand’s marketing strategy to position itself as a trusted partner and supporter of entrepreneurs.

“Small businesses are central to our local communities. We created these events to say thank you, celebrate their impact and create space for small business owners to inspire and network with one another,” he says.

To measure results, the brand is analyzing content performance on social media, such as interaction and reach, traffic to the campaign’s digital hub and participation and engagement with the events in the market.