Interactive music video celebrating a huge moment in the ecommerce calendar.

A choose-your-own-adventure experience for Google's annual Black-Owned Friday initiative, taking users on a journey to discover black-owned businesses and shop over 100 products.

The Challenge

Following our Cannes Gold-winning campaign of 2021, we were challenged to inject even more innovation into our second Black-Owned Friday for long-term partner, Google.

We knew the experience needed to be hyper-personalized, putting control in the consumers' hands and keeping them engaged from beginning to end, whilst discovering a wider selection of Black-Owned businesses than before. 

This was a dream brief for Rehab. Our expertise in emerging tech and audience behaviors made us the go-to agency partner to deliver on the challenge, weaving novelty and interactivity into a traditional format to create a memorable experience for consumers.

The Solution

We interrogated the brief and challenged audience assumptions, then moved to stress test the available technology to ensure our ambitious vision could be developed. This was, to create a first-of-its-kind, shoppable, choose-your-own-adventure music video that takes consumers on their own journey that both entertains whilst empowering consumers to make meaningful purchases. 

We designed a beautiful, vibrant interface to take users on an entertaining shopping spree, by bridging the gap between art and commerce, and, importantly, showcasing the creative talents of black artists whilst highlighting the 100 products offered by more than 70 Black-owned businesses. 

The Results

The results spoke for themselves. Not only did we catapult online Black-Owned business searches by over 300%, but it has also left an indelible mark in the minds of shoppers with an unprecedented 1.2 Billion impressions.

The businesses themselves also saw massive spikes in traffic across the period. One of our spotlit businesses, Grounded, saw an extraordinary 3000% sales uplift across Black Friday 2022.

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The details are not the details.
They make the design.

Nike asked us to increase their retail footprint in a new and interesting way. To do so, we designed an experience that allowed independent skateboard shops in LA to create their own digital storefront and populate it with a bespoke Nike inventory.

Customers could then purchase the items in-store and get them delivered within the hour. The result? A double digit sales increase, enhanced brand engagement, and a brand new, scalable hyperlocal retail solution.

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A retailer of the future

Our work opened up entirely new experiences and locations for Nike and the participating retailers. We helped a global business to innovate within the confines of a traditional retail model and think differently about how they can support their customers, as well as the end consumer.

We are now planning to scale this entire experience to other cities and other shops, while also looking at ways to enable geo-located drops for events.

All to help Nike to continually serve and support the grassroots skating scene.

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