Black-owned Friday, a collaboration between Google and the U.S. Black Chambers Inc., emerged as a vital initiative to support Black-owned businesses during the busy holiday shopping season. This year we want to sustain support for Black-owned businesses throughout the year.

Brief:

Our goal was to expand Black-owned Friday's influence beyond a single day in a single year, transforming it into a long-lasting movement that provides assets for Black-owned businesses and support for them from consumers.

Objectives:

1. Build a moment for Black-owned businesses to tap into, giving them access to the star power normally only available to big brands

2. Drive measurable growth for featured businesses through increased traffic, sales, and brand recognition

3. Shift consumer behavior, inspiring consistent support for Black-owned businesses beyond calendar moments

4. Enhance Google's reputation as an ally to Black-owned businesses, bolstering its commitment to diversity and inclusivity in the marketplace.

Creative Idea:

We collaborated with Grammy-awarded artist Ludacris, and rap superstar Flo Milli to create a song that inspired consumers to support Black-owned businesses every day. The song formed the basis of an interactive music video, allowing viewers to decide which Black-owned business our heroes would visit next, while simultaneously enabling them to shop 100+ products from 70+ featured Black-owned businesses.

Influence on Brand Message Amplification:

The creative insight emphasized the power of choice and personalized engagement in driving support for Black-owned businesses. Showcasing real small business owners, influencers, and celebrity cameos, the film was shot in Atlanta, Georgia, a city with a significant Black-owned business presence. The interactive music video placed control in the viewer's hands. Each option was a Google search that viewers could use in their own day-to-day lives when they’re deciding to shop. This creative approach effectively amplified the brand message, encouraging consumers to embrace the

We employed an immersive approach that allowed viewers to actively engage with our interactive music video, guiding them through various Black-owned businesses, such as a Yoga Studio, Bookstore, and Burger spot. This offered a genuine, experiential connection with the featured businesses and products, which were available for purchase.

The campaign took place over a concentrated period surrounding Black Friday, with continuous support from over 70 Black-owned businesses, musicians, athletes, and influencers, all of whom actively promoted the campaign.

To achieve broad reach and impact, we placed billboards in LA, NYC, and ATL, featuring not just the artists but featured businesses. The website itself was promoted on the Google homepage. Any by leveraging the artists' fanbases and social media presence, we encouraged user-generated content and inspired influencers to share their own experiences supporting Black-owned businesses.

This execution emphasized the power of choice, motivating viewers to consciously support BOBs all year round.

Black Friday in the USA is synonymous with major deals and frenzied shopping, typically prioritizing big retailers and often encouraging overconsumption. In 2022, online spending on Black Friday reached $9.12 billion, as reported by Adobe Analytics.

After the growth of Black-owned businesses in 2021, surpassing pre-pandemic numbers by 30%, there was an increased opportunity to support these businesses every day. However, searches for Black-owned businesses tended to peak during three moments: Black Friday, Juneteenth, and Black History Month. This pattern revealed that consumers' support was often limited to specific cultural events, rather than continuous engagement throughout the year.

The challenge was to reshape consumer behavior, encouraging them to choose and support Black-owned businesses consistently, beyond seasonal moments, and throughout the entire year, thus fostering long-lasting cultural change and economic empowerment for the Black community.