The challenge Build a compelling Black-owned Friday landing page experience that encourages consumers to search, shop, and support Black-owned businesses. Highlight helpful resources for businesses, including the Black-owned attribute – the ability to self-identify as Black-owned on Google Search, Maps and Shopping.
The approach Focusing on the build we created a microsite to house the film and help tell the narrative. We highlighted the Black-owned products in the film and linked out to their websites. We showcased the Google resources available to businesses and made it easy for users to share assets from the campaign on their social channels.
The results With 374.7M impressions and 14.6M+ video views, the campaign effectively amplified the visibility of Black-owned businesses to a vast audience. The campaign doubled social engagement compared to the previous year (355K in 2023 vs. 161K engagements in 2022). These results prove that the campaign not only resonated with the target audience but also measurably furthered the mission of uplifting the Black business community.
The unfair advantage An entertaining shoppable experience that brings products and businesses to consumers in a whole new way.
