A video player designed to boost e-commerce sales for Black-owned businesses.

Creating a first-of-its-kind interactive experience to reach new audiences, drive commerce and entertain consumers all within a single, seamless digital experience.

The challenge

Black business owners in the US were disproportionately affected by the pandemic, with an estimated 41% forced to shut their doors in 2020 alone. Our challenge was to design an intuitive and entertaining way for consumers to discover and shop from Black-owned businesses during the busiest commerce time of year - Black Friday. The goal? To raise awareness of Google’s Black-owned attribute across Google Search and Maps.

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The approach

We partnered with Google and BBH to create a music video with 100+ shoppable products from black business owners. Anyone who watches the video is able to purchase products from the promoted brands in real-time. Our task was to engineer the technology that intertwined both entertainment and e-commerce into a single, seamless experience.

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The results

The query “black owned shops near me” grew 610% during the week of Black Friday and Cyber Weekend. Searches for “black-owned businesses” more than doubled. And social conversation around Black-owned businesses increased 115% in posts and 83% in overall mentions.

We won 2 x Cannes Gold Lions and 1 x Clio Grand Prix.

We solved one of the most difficult UX challenges – creating an eCommerce product video that features products from Black-owned small businesses while not taking away the attention of the audience.

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The unfair advantage

Creating a first-of-its-kind interactive experience to reach new audiences, drive commerce and entertain consumers all within a single, seamless digital experience.

A video player designed to boost e-commerce sales for Black-owned businesses.

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