In 2020, Comcast joined a global call to action to Advance Social Justice and Fight Inequality. One year later, with that mission in mind, NBCUniversal created Open Doors, an initiative that supports all small businesses across the country, with a special spotlight on minority-owned small businesses.

Small businesses pave the way to economic empowerment, create jobs and strengthen our communities. As such, our goal was to bring big brand resources to small business owners (SBOs), providing them with information and resources to help grow their success.

Bring big brand resources and expertise to small businesses across America.

Creativity comes in many forms. For this initiative, we needed to reach different audiences with different messages while also delivering tangible, actionable resources to SBOs. We needed to use our resources effectively to ensure we were reaching the desired audience.

Our multi-platform, bilingual campaign did just that! With our Virtual Marketing and Creative Playbook at the core, we built a program from the ground up to create awareness and drive SBOs to the site.

Links to site: https://together.nbcuni.com/nbcu-open-doors-cannes/ and https://together.nbcuni.com/nbcu-abriendo-caminos-cannes/)

With a primary target of small business owners and a secondary target of the general market, we activated our expertise, business partnerships, and resources to help.

Translating our expertise was our first step. We enlisted employees across NBCUniversal to share their knowledge and expertise, creating downloadable resources covering topics such as Building Your Brand Positioning, Why Become a Minority Business Enterprise, as well as best practices for logo development, website-building, social media, and more. Our partner, State Farm, also contributed important information relevant to managing a small businesses. All of this information was housed in our Virtual Marketing and Creative Playbook.

Both NBCU and our launch partner, State Farm Insurance, donated commercial time to run commercials to drive to the Playbook and worked with their Agents to find customers to feature in the Small Business Spotlights. NBCU’s precision targeting enabled us to target in on SBOs across our programming.

Once the Our Virtual Marketing and Creative Playbook was finalized, we needed to drive traffic to the site. With cultural awareness months as our guide, we shifted our creative to align with each specific month.

Our campaign launched during Hispanic Heritage Month and continued through National Women-Owned Small Business month in 2023. We created custom units for each month, celebrating the month and highlighted a new SBO each month in a Small Business Spotlight execution. Our partners at Walton Isaacson developed the Small Business Spotlight units.

Using our precision targeting capabilities to home in on SBOs across the NBCUniversal portfolio, we ran our :30 units and digital ads across linear and digital properties to drive SBOs to the site.