Small businesses are the lifeblood and engine of the global economy, creating jobs, opportunities and even lifting communities out of poverty. On every level, from culture to commerce, and in every nation, their success is vitally important – but not every small business has the marketing knowledge and access to digital tools to realize or reach their full potential.
That’s why Facebook and The Drum have partnered for a second year to launch ‘The Digital Makeover’ as part of the Marketing Can Change the World campaign, with a new focus on giving two small businesses a digital makeover to positively impact them across the globe.
Last year, three teams of industry contributors conceptualized, created, and executed marketing campaigns to help scale three minority-owned businesses in the UK, US and Singapore, highlighting the true power of marketing to influence for good and change the world for the better.
In 'The Digital Makeover', the focus turns to future proofing business using e-commerce and digital tools, by helping two small businesses navigate the different digital tools on their paths to going digital.
Kicking off episode one is The Drum’s co-founder and editor-in-chief Gordon Young, who introduces viewers to the two small businesses being helped to digitally transform during the series – Jim Little of the 100-year-old Caurnie Soaperie in Kirkintilloch, Scotland, and Alice Liu of Grand Tea and Imports in Chinatown, New York.
“We’ve been able to catch more of the crowd that are Asian American or already have an interest in Chinatown, but we haven’t been able to branch out to a wider crowd.” - Alice Liu, co-owner, Grand Tea & Imports
Also in this episode, viewers get a chance to meet the industry contributor team leads – Natasha Chetiyawardana, creative partner and founder, Bow & Arrow, who is leading Team UK and Tressie Liberman, vice president digital marketing, off-premise, Chipotle heading up Team US – to find out more about their role in the project and why they chose to get involved.