T-Pain, Normani, Desi Banks, and more than 50 Black-owned businesses come together to celebrate the second annual #BlackOwnedFriday with a shoppable film. From beauty products to home goods, shop over 100 featured products. On Black Friday and every day, search, shop, support Black-owned.
BACKGROUND AND MOMENTUM
In 2020, in partnership with the U.S. Black Chambers Inc., Google worked with BBH USA to launch Black-owned Friday—a reminder on the busiest shopping day of the year to search, shop and support black-owned businesses. In 2021, we wanted to maintain the momentum and find a way to directly impact many more businesses.
WAKE UP WAKE UP
We turned to lyrical maven T-Pain to craft a song to encourage consumers to support Black-owned businesses as they embark on their holiday shopping. The film, brought to life by Nigerian-born director and music video visionary Daps, features several influencers including singer Normani, comedian Desi Banks, and emerging singer/actress Tanerélle.
We brought the song to life via a fantastical interactive film that lets people shop 100+ products from over 50 different Black-owned businesses directly from each scene on a custom microsite, and raised awareness of the Black-owned business badge.
GETTING THE WORD OUT
Digital billboards in Atlanta and Los Angeles, featured T-Pain, Normani, and messaging directing people to shop on the website. A bus drove through NYC amplifying our message by playing the film and giving away products from featured businesses. And participating celebs and businesses blasted the film and links from their social channels.
The campaign was picked up in over 60 publications that have a total of 3.71B consumers in readership. The query “black owned shops near me” grew 610% during the week of Black Friday and Cyber Weekend. Searches for “black-owned businesses” more than doubled. And social conversation around Black-owned businesses increased 115% in posts and 83% in overall mentions.
The Andys - Gold - Craft (2022)
Clio - Grand - Social Media - Social Video (2022)
Clio - Silver - Branded Entertainment - Audio (2022)
Clio - Silver - Branded Entertainment - Film Scripted (2022)
Clio - Silver - Branded Entertainment - Music (2022)
Clio - Bronze - Digital/Mobile - E-commerce (2022)
Clio - Bronze - Digital/Mobile - Microsite (2022)
Clio - Shortlist - Film - 61sec-5min (2022)
Clio - Shortlist - Film Craft - Copywriting (2022)
Clio Music - Silver - Use of Music in Audio (2022)
Clio Music - Bronze - Use of Music in Film/Video (2022)
Webby - Winner - Advertising/Branded Content - Diversity (2022)
Webby - Nominee - Advertising/Craft - Copywriting (2022)
Webby - Nominee - Video/Branded Entertainment - Diversity (2022)
The One Show - Fusion Pencil (2022)
The One Show - Best in Discipline - Integrated (2022)
The One Show - Gold - Integrated - Integrated Branding Campaign (2022)
The One Show - Silver - Branded Entertainment - Art Direction (2022)
The One Show - Silver - Interactive - Online-only Video (2022)
The One Show - Silver - Interactive - E-commerce (2022)
The One Show - Bronze - Branded Entertainment - Music Videos (2022)
The One Show - Bronze - Interactive - Interactive Video (2022)
The One Show - Bronze - Music & Sound Craft - Brand Collaboration (2022)
The One Show - Bronze - Design - Moving Image (2022)
The One Show - Merit - Film - Online Film/Long Form (2022)
The One Show - Merit - Branded Entertainment - Long Form Video (2022)
The One Show - Shortlist - Moving Image Craft - Production Design (2022)
The One Show - Shortlist - Moving Image Craft - Direction (2022)
The One Show - Shortlist - Cultural Driver (2022)
AICP - Shortlist - Concept (2022)
AICP - Shortlist - Original Music (2022)
D&AD - Wood Pencil - Casting - Film (2022)
D&AD - Wood Pencil - Digital - Promotional Websites (2022)
D&AD - Wood Pencil - E-Commerce - Entertainment (2022)
D&AD - Shortlist - E-Commerce - Entertainment (2022)
D&AD - Shortlist - Impact - Initiative (2022)
D&AD - Shortlist - Direct - Film (2022)
D&AD - Shortlist - Integrated - Content Led Campaigns (2022)
Campaign Power of Purpose - Finalist - Brand Purpose (2022)