Two media and marketing powerhouses – The Drum together with Facebook, which recently rebranded as Meta – have joined forces with a crack team of the world’s brightest and best marketers to transform two small businesses (SMBs) in Kirkintilloch, Scotland and Chinatown, New York into big businesses of tomorrow.
The four-part docuseries, ‘The Digital Makeover’, follows the stories of Jim Little of Caurnie Soaperie in Kirkintilloch, Scotland and Alice Liu of Grand Tea and Imports in Chinatown, New York. Both businesses are given a digital shot in the arm with marketing, e-commerce, design, packaging expertise and more, to support their global ambitions.
Marketing experts from Bow & Arrow, VMLY&R, Stand, optimiZion, Dole Sunshine Company, SharpEnd, Publicis Commerce, Chipotle, Wes Morton Strategy, Full Bleed Design, R/GA, Happy Cog, USC and Bacardi, have kindly donated their time, support and skills to generate strategies to bring these businesses into the digital age.
Digital tools and technologies provide a huge opportunity for small businesses around the globe to reach their full potential – but not every small business has the marketing know-how or access to make them work. And for a business built on analogue ways of working, knowing what digital tools are available, where to start and what to do next can seem a daunting task.
Across the four episodes, viewers will learn about the challenges these small business owners face and in which areas specifically they need support. We also follow the creative process as the teams work together to devise and propose plans to transform these businesses as part of their digital transformation journeys.
The series is the second iteration of the campaign to prove that marketers can change the world and show the role that marketers can play in driving a greater purpose – by supporting struggling businesses while creating job opportunities for communities overall. In season one, three teams of marketers from the UK, US and Singapore helped scale three minority-owned businesses. The series highlighted the true power that marketing can play in changing the world for the better, during a year that no business – not least small businesses – were prepared for.
‘The Digital Makeover’, part of the Marketers Can Change the World campaign, will be launching on Tuesday 9th November.