How We Used Social Media to Bring New Customers to Local Shops in Small-Town America
Project Overview: Meta launches Nationwide Small Business Growth Initiative to empower local small businesses through social media by amplifying community-led initiatives led by brick-and-mortar store owners across smaller cities in Colorado, Alaska, Upstate New York and more.
Client
Meta
Role
Creative Strategist
Many think of New York City, Miami, or Los Angeles as the top destinations in the United States. Instead, we wanted to shine a spotlight on the smaller states across America as equally worthy tourism spots. It was essential for Meta to contribute to a long-term increase in profits for smaller states. We also wanted to ensure we were supporting the local shop owners who are the heart of their communities. We developed a series of campaigns and experiential events sponsored by Meta to elevate the visibility of small business owners, who are the backbone of their hometowns.
The Creative Vision
My concept was to create one-on-one partnerships between Gen-X small business owners and Gen-Z content creators from the same state. These young creators would leverage their digital expertise to enhance the online presence of store owners who might not be tech savvy.
Every great project begins with thorough research. I conducted an in-depth exploration of specific states, small towns, and small businesses across America that may be unfamiliar to many but possess a rich legacy of culture, community, and innovation—places like Ketchikan, Alaska.
Conversely, small business owners would share their knowledge of entrepreneurship and business ownership with the younger creators. It was crucial to me that this experience felt reciprocal, fostering a meaningful exchange of knowledge between generations.
The Strategy
Curating an Immersive, Community-Driven Experience:
Deep Research on Towns: We began with extensive research into each town's culture and needs, blending academic study with ethnographic methods. This involved phone calls, data analysis, and immersing ourselves in the local landscape to ensure our project would genuinely benefit the community without being disruptive.
Thoughtful Creator-Business Pairings: We sought out passionate local creators who truly cared about their hometowns. By carefully matching them with small business owners based on shared interests—such as outdoor activities, fashion, or activism—we fostered authentic collaborations that resonated deeply with their audiences.
Immersive Exploration: Upon arrival, our team—including Meta representatives, creators, and local stakeholders—explored the towns together. We visited local shops, dined at family-owned restaurants, and engaged in heartfelt conversations with residents to understand their lives and stories.
Empowering Small Businesses Digitally: A crucial aspect of our initiative was providing small business owners with professional digital content and granting them perpetual licensing rights to the imagery we created. Many businesses had previously overlooked the importance of a strong online presence. Our high-quality visuals were designed to enhance their visibility on platforms like Google reviews and Instagram, attracting out-of-state visitors.
Building Lasting Connections: Throughout our stay, we shared meals and participated in meaningful discussions about sustainable tourism during a dedicated summit. This focus on genuine engagement transformed our visit from a one-time event into the foundation for lasting partnerships that could support economic growth in the community.
Measured Impact
Over the course of the initiative:
25 small business owners from various states showcased their products & services to a large audience, connecting with new people and potential customers through social media.
We partnered with 10 community organizations, including local chambers of commerce and small business development centers, to create ongoing support networks for growth.
15 creators with strong community ties produced content that reaching over 500K followers, extending our impact beyond state borders.