Black-owned Friday
For the second annual #BlackOwnedFriday, we teamed up with T-Pain, Normani, Desi Banks, and over 50 Black-owned businesses to turn the biggest shopping day of the year into a celebration of culture, creativity, and community.
We spotlighted 100+ products, from bold beauty to homegrown home goods, all wrapped in an original music video, influencer content, and a digital push designed to get people searching, shopping, and supporting Black-owned brands all year long.
ROLE: CW TYPE: BRANDED MUSIC VIDEO & INTERACTIVE EXPERIENCE CLIENT: GOOGLE AGENCY: BBH
Lyrics
Interactive Experience
We turned the song into a fully shoppable film — letting viewers explore and buy over 100 products from 50+ Black-owned businesses, directly within each scene.
Hosted on a custom microsite, the experience also spotlighted Google’s Black-owned business badge to keep awareness going beyond the video.
Success
This campaign caught the eye of more than 60 publications, reaching a whopping 3.71 billion readers. During Black Friday and Cyber Weekend, the search for "black-owned shops near me" skyrocketed by 610%. Additionally, searches for "black-owned businesses" more than doubled. The buzz on social media was just as exciting, with conversation about Black-owned businesses jumping by 115% in posts and 83% in mentions.
Awards
2 Cannes Gold Lions
2 Cannes Silver Lions
1 Cannes Titanium Lions Shortlist
1 One Show Grand Prix
1 One Show Fusion Pencil
1 One Show Gold Pencil
3 One Show Silver Pencil
4 One Show Bronze Pencil
3 D&AD Wood Pencil
1 Grand Clio
1 Gold Clio
3 Silver Clios
2 Bronze Clios
2 AICP Awards