Black-owned Friday

About This Project

Summary

Google's "Black-owned Friday" was born in 2020 to uplift Black-owned businesses disproportionately affected by the pandemic. Now in its 4th year, this initiative remains relevant; only 5% of holiday shopping goes to Black-owned businesses, and a mere 13% of Americans say they regularly shop at them. While the campaign is called "Black-owned Friday," the core message transcends a single day – it's about driving search, shopping, and sustained support for Black-owned businesses throughout the year

Goals & Objectives

Economic Empowerment: Drive direct consumer support & tools for Black business owners to enhance online presence Discovery: Highlight businesses on Google via the Black-owned badge, broadening reach year-round Cultural Shift: Ignite a movement that stretches beyond a single shopping event.

Results & Impact

- 374M+ impressions, 14.6M+ video views - 99% positive/neutral social sentiment - 2x social engagement YoY, including viewers organically using the song as a soundtrack to promote their businesses on IG + TikTok - 40+ positive press mentions in major outlets like AdWeek and Black Enterprise