American Express

Online's Day Off

American Express partnered with retailers Birchbox, Bonobos and Rent the Runway to present Online’s Day Off. This two-day event included a thought-leadership panel as well as a live shopping event. The goal of the event was to showcase innovative ways that e-commerce leaders are converting their online success into brick-and-mortar opportunities.

The Challenge:

Create greater visibility for newly launched American Express mentorship program, which provides valuable business insights and data to its small merchant customers.

The Strategy:

Show the program in action by positioning the mentor brands (and American Express) as thought leaders on retail and small business trends.

The Execution:

We created Online’s Day Off, a first of its kind shopping event providing small, online-only merchants visibility in the brick-and-mortar locations of established brands who had also begun as online retailers.

The Results:

Results for the media event exceeded expectations by 90 percent and every mentor brand saw a significant increase in store foot traffic and sales. This program was shortlisted for a Holmes Report Sabre Award.

609%

Increase in Bonobos store foot traffic, the most the brand has seen to date in a single day — 49% increase in sales for the day

190%

Increase in Birchbox store foot traffic, the most the brand has seen to date in a single day — 18% increase in sales for the day

140%

Increase in Rent the Runway store foot traffic, the 2nd most the brand has seen to date in a single day — more than 2,500 in-store visitors