Chase Ink, Chase's Small Business Credit Card is constantly fighting a uphill battle competing with American Express' OPEN Business Cards. OPEN's Small Business Saturday and Shop Small campaigns are heavily-funded and very well received on the business-side and Card Member side.
Chase Ink asked for a social media campaign that could set them apart from American Express.
Instead of creating a social media campaign, we created a "movement".
An interesting fact was discovered — on average 67% of money spent on local merchants stays local. This lead to "Small Business. It's everybody's business." We spent a week creating a full suite of social media monitoring tools and offline materials designed to empower local merchants to declare that "[Town] is my business". We also created a TweetMatch, social media contest, for locally-minded celebrities to drive awareness.
In the second phase of the movement, small merchants and their communities could raise money for public projects just by sharing their favorite local merchants on social channels — each social declaration would equate to money from Chase Ink for a local project.