We’ve witnessed varying artisan-related crafts both inside and out of the Black community contribute to the cultural fabric of fashion and the Black experience. However, this was a concerted effort to cross-pollinate the cultural market intended for a Black audience with a high and low-end fashion tilt, enlisting some of the more prolific and adored Black designers to vend out of one curated space during the prime shopping time of the holiday season.

The goal of the experiential activation was to affirm, empower and back Black small business owners by thoughtfully curating a thriving retail ecosystem and environment for consumers to Shop Small in downtown L.A.

Another key objective was to drive American Express brand consideration amongst small business owners (SBOs) and consumers by showcasing and supporting their businesses, communities, and personal passions.

The brand created a carefully curated shoppable Bazaar, featuring Black-owned businesses, including ByBlack certified small businesses, a majority without a physical store, in the heart of downtown Los Angeles (DTLA). ByBlack is a national directory and certification program exclusively for Black-owned businesses. The platform was designed to provide Black-owned businesses with a new way to reach customers as certified, credentialed firms and access business resources, powered by the USBC., and presented by American Express. The Bazaar blossomed into a full spectrum, design-forward shopping experience that was accessible to all— ultimately, a contemporary representation of latent cultural meeting grounds that served as the inspiration.

The ByBlack Bazaar was designed to engage a Multicultural audience in LA and beyond. Continuing American Express’ commitment of supporting a diverse, equitable, and inclusive workforce, marketplace, and society, the strategy was to highlight and showcase the people and brands that are positively affecting their community through business ownership.

By backing these Black-owned businesses that are part of the ByBlack platform (with a focus on those without a physical store) in a meaningful, proactive and innovative way, the activation would show attendees that American Express is a brand that works with organizations like USBC to powerfully back small businesses and provides small business owners and consumers with opportunities that positively affect their lives and/or business.

The ByBlack Bazaar was designed as an elevated marketplace and the in-real-life extension of a digital program rooted in community that was scaled and amplified through social and digital, as well as press.

On December 11-12 in downtown LA, consumers arrived at the experiential space to shop goods from 15 local & national Black-owned brands including Sknmuse, Sammy B., Miletree Candles, and others. While shopping small, guests enjoyed an experience designed for them with all Black vendors, along with music by Grammy award-winning artists Robert Glasper and BJ the Chicago Kid. The rest of the experience soundtrack was provided by 6 Black DJs.

Produced in six weeks, the ByBlack Bazaar was centrally located in the Arts District. To drive event buzz, promotion, and consumer traffic we launched a host strategy of organic social amplification and earned media impressions with Zerina Akers (Emmy Award winning costumer designer and founder of Black Owned Everything) and Amex brand ambassador and ByBlack certified business owner Issa Rae. We then leveraged local paid media with Nextdoor along with organic social from Amex owned handles and the 15 SBOs.

• Approximately 1,100 guests attended the two-day event

• 15 Merchants generated $86,315 in total revenue over 2-days with most selling out each day; the 2-day total exceeded their monthly revenue run rate by over 50% (based on internal Amex data/analysis)

• Over 565K+ organic social impressions were garnered from 60+ organic social posts

• Secured over 40 (31 original and 9 syndicated) quality placements in lifestyle, entertainment, consumer and local press – including Vogue, Essence, AfroTech, People, WWD, Los Angeles Magazine, local TV stations (KABC and KNBC)

• 100% of coverage was positive to neutral sentiment

• Media also took to a wide range of social platforms to share the news, with 8 earned social posts from outlets and 4 from journalists across Instagram, Twitter, and TikTok