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.
The approach We created a first-of-its-kind, shoppable, choose-your-own-adventure music video that takes consumers on a journey that both entertains whilst empowering them 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.
The unfair advantage A consumer-led interactive experience that brings products to consumers in a space they already exist creating a new innovative sales experience.
