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Black-Owned Friday Every Day
300% Increase in ‘Black-Owned business’ online conversation 1/2 Billion impressions 3000%Sales growth for Grounded, a plant store BBH spotlighted The Problem Covid-19 hit everyone hard, and Black-Owned businesses especially so. An estimated 41% of them were forced to close their doors in 2020. 1The ZagInstead of asking for charity, BBH redirected dollars to make a positive change. 1. Compared to 17% of white-owned businesses during the same period. According to a report issued by the Federal Reserve Bank of New York in August 2020. The Solution BBH teamed up with Google and the US Black Chambers, Inc to co-opt Black Friday, the biggest shopping moment of the year, to flip the focus (and funnel massive amounts of spending) towards small Black-Owned businesses and create an initiative to promote real change. And with the debut of the ‘Black-Owned’ badge on Google Search and Maps, it couldn’t have been easier for people to find them. To launch our day of change, BBH spotlighted several Black-Owned businesses, their stories, and the meaning they hold to the people that shop at them. They asked celebrated Black artists Wyclef Jean and Ari Lennox to write jingles for real local Black-Owned businesses they loved, which they turned into animated video odes as well as Spotify tracks. Wyclef also created an anthem for Black-Owned Friday, and helped them spread the word through press interviews. BBH encouraged followers to share their favorite Black-Owned businesses on social and provided GIF & sticker packs as well as statements of support that consumers could download and share. They also encouraged businesses to add the Black-owned badge to their Business Profile. By Black Friday, the message had travelled far and wide that on this day and every day, show up and show love. https://www.bartleboglehegarty.com/
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