Success Story

Evolving Meta’s Audience Relationships With #BuyBlack Friday


press stories mentioning #BuyBlack Friday


unique visitors to the #BuyBlack Friday Gift Guide page


Meta (formerly the Facebook company) builds technologies that help people connect, find communities and grow businesses. Meta is the parent company of flagship social networking platform Facebook, as well as Instagram, WhatsApp, Threads, Oculus VR and others.


Meta sought to support Black-owned small and medium-sized businesses impacted by the pandemic, while also igniting a lasting #BuyBlack movement among its consumer audiences.

Services Provided

Outcome Summary

Hotwire proved that small steps can lead to big impact. The team secured over 75 influential participants to take part in a virtual event, #BuyBlack Friday, and created and sourced a Holiday Gift Guide to drive even more business and consumers to shop Black-owned brands.

1 Plan: Evolve Meta’s Platforms for Good

To utilize Meta’s Facebook platform for good during the holiday season, Hotwire was tasked with:
  • Supporting Meta and Facebook in tackling inequality head-on by spotlighting Black voices and businesses in a virtual event, #BuyBlack Friday Show (BBFS)
  • Establishing programming principles and storytelling themes before casting for BBFS at the heart of the activity
  • Promoting a gift guide featuring products from Black-owned small businesses to drive holiday and ongoing sales
buyblack meta case study

“Thank you so much for including Redoux as part of the initiative. We have already noticed an uptick of site visitors since being on the show and the list going live. I’m so grateful for the opportunity to work together, and I look forward to the successful holiday season!”

Asia Grant, Co-founder and Creative Director of Redoux

2 Deliver: Bring #BuyBlack Friday to Life

With both the responsibility of overall program management and talent acquisition, Hotwire was challenged to bring the virtual event together within just four weeks. The team’s accomplishments included:
  • Vetting 200+ influencers and business owners, ensuring that they aligned with Meta’s campaign values and objectives.
  • Securing 75+ influential celebrities, entertainers, and entrepreneurs, who were cast in the show and compensated, contributing to 80 engaging segments.
  • Coordinating with prominent personalities including Gabrielle Union, H.E.R., Miguel, DJ D-Nice, Janet Mock, Elaine Welteroth, Kawhi Leonard, Marsai Martin, Daymond John, as well as internet sensations Elsa Majimbo and Alexis Feacher, among many others.
  • In addition to the BBFS, Hotwire played a pivotal role in creating and sourcing a respective Holiday Gift Guide aimed at bolstering business toward Black-owned brands.

3 Prove: Ignite Lasting Impact for Black-Owned SMBs

The integrated campaign support by Hotwire resulted in a greater affinity for Facebook, with top influencers and businesses of color qualitatively appreciating and expressing gratitude for Facebook’s individual attention to helping them succeed.
  • The #BuyBlackFriday show resulted in five episodes consisting of a host, culture conversations, and community discussions, live shopping, product demos, entertainment, and rapid-fire style interstitial segments highlighting a variety of Black voices. 
  • In keeping with Meta’s mission, Hotwire looked to extend value, working behind the scenes to grant ad credits and account verification, building deeper relationships and driving social amplification, press, and revenue to the businesses highlighted. 
  • In total, over 14.5 million consumers watched at least one BBFS episode.


press stories mentioning #BuyBlackFriday


unique visitors to the #BuyBlackFriday Gift Guide page


average click-through total to participating Black-owned businesses’ websites


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