Black-owned Friday
We teamed up with T-Pain, Normani, Desi Banks, and more than 50 amazing Black-owned businesses to throw a fantastic celebration for the second annual #BlackOwnedFriday. Together, we showcased over 100 must-have products, from sleek beauty essentials to chic home goods. Whether it’s Black Friday or any day, we're all about helping you search, shop, and support Black-owned businesses. Dive in and discover something wonderful!
ROLE: CW TYPE: BRANDED MUSIC VIDEO & INTERACTIVE EXPERIENCE CLIENT: GOOGLE AGENCY: BBH
Lyrics
Interactive Experience
We turned the song into an interactive film where you can shop for over 100 products from more than 50 different Black-owned businesses right from each scene. We hosted it all on a microsite and also highlighted the Black-owned business badge to raise awareness.
Success
This campaign caught the eye of more than 60 publications, reaching a whopping 3.71 billion readers. During Black Friday and Cyber Weekend, the search for "black-owned shops near me" skyrocketed by 610%. Additionally, searches for "black-owned businesses" more than doubled. The buzz on social media was just as exciting, with conversation about Black-owned businesses jumping by 115% in posts and 83% in mentions.
Awards
2 Cannes Gold Lions
2 Cannes Silver Lions
1 Cannes Titanium Lions Shortlist
1 One Show Grand Prix
1 One Show Fusion Pencil
1 One Show Gold Pencil
3 One Show Silver Pencil
4 One Show Bronze Pencil
3 D&AD Wood Pencil
1 Grand Clio
1 Gold Clio
3 Silver Clios
2 Bronze Clios
2 AICP Awards