MAKING ART. THAT YOU CAN SHOP.
Capabilities:
In the aftermath of the 2020 Black Lives Matter protests, a moment of racial reckoning swept through culture. Books and podcasts about race topped the charts and curated lists of resources proliferated. Yet, despite this surge in interest, 41% of Black-owned businesses permanently closed that same year. 1
This is the story of how we created a shoppable piece of art that drove sales and 102m impressions.
106%
YoY sales increase
14%
Lift in traffic
102M
Impressions
![[Image: Amani Lewis/courtesy Google]](https://images.squarespace-cdn.com/content/v1/5e1efc8c50dcaa7892c361f0/1626683370804-M2SLSMMYJG6HWDW6D2TR/NEWUPDATEDG+%281%29.jpeg)
[Image: Amani Lewis/courtesy Google]
Google searches for ‘Black-owned businesses’ had risen by 600% in 12 months. But these searches weren’t leading to sales, at least in part because shoppers were having to trawl through curated lists and specialised marketplaces. We wanted to bridge that gap.
Art. That you can shop.
Google had introduced a badge with a black heart inside an orange circle as a way for shoppers to identify Black-owned businesses on Google Shopping: a badge with a black heart inside an orange circle.
We needed an idea that would make the badge famous - and synonymous with shopping Black-owned.
So we chose the most visual medium there is: art. Partnering with mixed-media artist, Amani Lewis, we created something we knew would get the world talking: the first-ever shoppable artwork. Featuring products made and sold by Black-owned businesses.
It drove fame for the Black-owned badge, but most importantly, we made it super easy to buy from Black brands.
