Celebrating #BuyBlack Friday

Discover

Plan

We clearly established programming principles and storytelling themes before casting for the #BuyBlack Friday Show (BBFS) at the heart of the activity. We secured 75+ (200+ vetted) celebrities, entertainers, entrepreneurs who were cast in the show and compensated.

Deliver

Over 80 episode segments were shot, directed and edited to complement live show elements. We paid participants fairly, at above market base rates, but extended value by maximising reach. For instance, tapping into celebrities’ own networks to connect with consumers.

Prove

2,000+ stories featured the campaign across TV, radio, print and digital. Positive reaction included an organic reshare from Beyonce’s mom. 14.5m+ people saw at least one BBFS, almost 80k visited the #BuyBlack gift guide and 90k+clicked through from show links to SMB pages.

2000+

Press stories featuring the campaign

14.5m

People watched at least one BBFS

78.8k

Visitors to the gift guide

396

Marketing toolkit downloads for black owned SMBs

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