This was a social-first campaign with two objectives:

(1) encourage consumers to shop from Black-owned businesses during the busiest retail moment or the year, and (2) to show them how to do that using Google products, specifically recognizing the Black-owned business badge on Google Search and Maps. The film taught viewers how to search for Black-owned businesses near them (using the search trigger “Black-owned XX near me”), and our interactive website made it easy for viewers to directly shop over 100 products from 55 different Black-owned businesses featured in the film.

In 2020, in partnership with the U.S. Black Chambers, Inc., Google launched Black-owned Friday—reframing the busiest shopping day of the year as a moment to support Black-owned businesses. Last year, we wanted to maintain the momentum, cement it into culture and directly impact even more businesses.

In 2020 there were so many brands bringing attention to issues affecting the Black community. But as we planned for the second Black-owned Friday in 2021, we wanted to do more than inspire, we needed people to act.

After a year of high-profile activism for Black-owned businesses, which were disproportionately affected by COVID, 70% of US shoppers were looking to shop Black-owned—but identifying them can be a difficult and tedious process. We wanted to show how Google’s tools make it easier to identify and support Black-owned businesses online and near you.

To take the focus off of big sales and move Black Friday dollars into Black communities, we tapped Grammy-Award winning artist and small business owner T-Pain to write and produce a song that encourages consumers to support Black-owned businesses, no matter what they’re shopping for. It called out a wide variety of products from t-shirts and candles to furniture and dog collars and became the soundtrack for an interactive video that let people directly shop over 100 products from 55 Black-owned businesses (78% women-owned). The video prominently displays Google's Black-owned business badge in each scene, calls out specific references of how to use Google to search for Black-owned shops near you, and models the search behavior that we wanted people to adopt.

After a year of high-profile activism for Black-owned businesses, which were disproportionately affected by COVID, our research showed that 88% of US shoppers were likely to shop from a Black-owned business, but 37% didn't know any—these consumers were our target audience. We wanted to show Black Friday shoppers how easily Google helps you find and support Black-owned businesses online and near you, no matter what you’re shopping for.

Our strategy was to show the breadth of Black-owned brands, and to show how easy it can be to find them using Google products.

Our call to action across the campaign was to "Search, shop and support Black-owned"—whether that was directly within our music video, or near you on Google Search and Maps.

T-Pain’s song—which samples Harold Melvin & The Blue Notes’ “Wake Up Everybody ft. Teddy Pendergrass,” an iconic 70s anthem that brought attention to rampant inequality—acknowledges Black-owned businesses being overlooked and discusses the breadth of Black-owned brands, encouraging shoppers to “wake up” and shop at Black-owned businesses. It was the soundtrack for an interactive video featuring 100+ shoppable products from 55 Black-owned businesses.

The film features nine business owners alongside the celebrity talent of T-Pain, multi-platinum certified artist Normani, comedian Desi Banks, and singer/actress Tanerélle. It prominently displayed the Black-owned business badge, which can be found in Google Search and Maps, and showed how to use Google to search for Black-owned shops near you.

Launched just ahead of Black Friday and brought to life by Nigerian-born music video visionary Daps, the film allowed us to tap Black creators to share a story about the importance of Black-owned businesses for all consumers.

The campaign empowered Black business owners and was picked up in global publications with 3.71B total consumers in readership. The film garnered 7M+ YouTube views in the first two weeks, 11M+ over the first month (126% Y/Y increase) and 54.6K+ total hashtag engagements (362% Y/Y increase). Social conversation around Black-owned businesses soared with a 115% increase in posts and 83% increase in overall mentions.

The shoppable experience had 1M+ visitors, with some businesses seeing their normal Black Friday revenues increase up to 3x. In addition to supporting the featured businesses, viewers sought out Black-owned businesses in their own neighborhoods. The featured query—“black owned shops near me”—grew 610% during Black Friday week, compared to the week before.

Search interest for “black-owned businesses” doubled compared to the previous two weeks (goal: +10ppt) and “Black owned Friday” reached an all time high in the last two years.

While Black-owned businesses have been around for centuries, in recent times shoppers have been encouraged to support these businesses as a response to a crisis. In 2020, the call to support Black-owned businesses came in the aftermath of a civil rights awakening and the COVID-19 pandemic—unfortunately, when the news cycle moves on to the next crisis, in many cases so does the support. We wanted to create lasting change to shopping habits.

Black-owned businesses contribute to a rich tapestry of their communities and beyond. Their products reflect the level of commitment, care, and vibrancy that they bring to their business. We wanted to truly celebrate Black businesses and showcase them like they view themselves—with pride, not pity.