BLACK-OWNED FRIDAY 2.0
Capabilities:
Whatever you're looking to buy, you can get it from a Black-owned business. Here’s how we put Black businesses top of mind no matter what people were shopping for during the 2021 holiday season.
4x
Cannes Lions
ONE SHOW
Best of Integrated
610%
growth in 'Black-owned shops near me' searches
After a year of high-profile activism for Black-owned businesses, 70% of US shoppers were looking to shop Black-owned. They just struggled to actually find the businesses.
Making 100+ products from 55 Black-owned businesses shoppable in real time.
We tapped music legend T-Pain to write and produce a song that rallies consumers to support Black-owned businesses. This became the soundtrack to an interactive music video that let people shop directly from Black-owned businesses.
Beyond the film, additional digital, social media (including a Twitch livecast hosted by T-Pain), and OOH creative showed how Google’s tools can help identify and support these businesses online and nearby.
Finally we partnered up with the National Basketball Players Association and Think450 and played the film on a double-decker bus that made stops around NYC (with giveaways of featured products).
7M+ YouTube views in the first two weeks – 11M+ in the first month
55K hashtag engagements
115% increase in social posts about Black-owned businesses
1M+ visitors came to the Black-Owned Friday shoppable experience
Coverage in 60+ publications – with a 3.7B readership