The Economy of Shopping Small 2016 – 2018
Concept development, overall design and layout of 50 page White Papers including 40+ infographics for print press release and social media.
Client
American Express through Ogilvy Public Relations
Role
American Express Shop Small Campaign commissioned some research into Australian economics and the notion of shopping small. To bring this research to life I was asked to design a White Paper filled with graphics depicting the research findings. The paper was released in three stages with a social media calendar created to achieve greater cut through.
A similar campaign approach has been taken for the past four years and I have been the design lead on the white paper and social media assets over this period.
Business impact
In 2018 campaign achieved 920 pieces of earned media coverage with an average favourability rating of 57.9, the second highest. From a business perspective, the Card Member Offer reached its cap within 72 hours – the fastest result in the history of the program – demonstrating consumer appetite to support small businesses.
