Celebrating #BuyBlack Friday



Facebook created #BuyBlack Friday to celebrate black-owned small and medium sized businesses hit by the pandemic. Our aim was to drive consumers to buy black but we wanted to make sure that we were igniting a #BuyBlack movement, not just a moment.


Event planning

Social Media Marketing


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.


Hotwire was tasked with program management and talent acquisition, vetting more than 200 influencers and business owners and securing more than 75 to appear on the show – all within 4 weeks – across 80 segments.


Features included Gabrielle Union, H.E.R., Miguel, DJ D-Nice, Janet Mock, Elaine Welteroth, Kawhi Leonard, Marsai Martin, Daymond John, internet sensations Elsa Majimbo and Alexis Feacher, and many more.

Holiday Gift Guide

Coupled with this, we also helped create and source a Gift Guide to drive even more business to Black-owned brands.



Press stories featuring the campaign


People watched at least one BBFS


Visitors to the gift guide


Marketing toolkit downloads for black owned SMBs

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