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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