Duong Le
thumbnail.png

Black Black Friday

THE CHALLENGE

Black people make up 8% of Seattle’s population, but own less than 1% of local businesses. And those businesses are 5x more likely to close than their competition.

When Black-owned businesses thrive, it strengthens our entire community—so, we inspired the entire community to help Black-owned businesses succeed.

THE CHANGE

We co-opted America’s biggest commercial holiday to turn the conversation and purchasing power toward local, Black-owned businesses. By rebranding Black Friday as Black Black Friday, we made intentional spending synonymous with the holiday season and gave our community a movement they could rally behind.

We used every touchpoint at our disposal to get Seattleites thinking about Black-owned businesses last holiday season: from a launch video featuring local Black artists and businesses to marketing toolkits that enabled participating stores to spread the word, billboards to wild postings to holiday shopping guides.

We incentivized trying new stores and spending intentionally with the Black Black Friday Card: a prepaid card that saved shoppers 20% at Black-owned businesses, with the discount entirely covered by our sponsors.

Then, we got the whole city on board—including local artists who lent their talents and a panel of Black business owners who shared their expertise every step of the way. International celebrities shared, partners donated over $1 million in media, and the mayor officially proclaimed Nov. 24, 2023 Black Black Friday.

On a shoestring budget, we spearheaded a movement that ignited purpose-driven spending across Seattle, strengthening Black-owned businesses and the cultural tapestry of our community.

THE RESULTS

- Over 200M impressions

- Nearly $2M in earned & donated media

- Over $200,000 in sales (so far)

- A 60% increase in new holiday customers for Seattle’s Black-owned businesses

- A new Google Search record for “Black-owned businesses” in Seattle during the week of Black Black Friday (13x increase YOY)

Black Black Friday

Sponsored by BECU / Integrated Campaign
Merit Award & 2 Shortlists for the One Show
Silver integrated campaign - ADDY
Roles: Concept, Art direction, & Design

When Black-owned businesses thrive, it strengthens our entire community—so, DNA inspired the entire community to help Black-owned businesses succeed. Black people make up 8% of Seattle’s population but own less than 1% of its businesses. And those businesses are 5x more likely to close than their competition.

To help close that gap, we co-opted America’s biggest shopping day as “Black Black Friday”—a citywide movement that redirected holiday spending toward local Black-owned businesses. DNA partnered with social enterprise Intentionalist to offer prepaid gift cards at a 20% discount for buyers at 130+ Black-owned businesses in Seattle. The campaign turned a day of mass consumption into a moment of intentional support and community impact.

 

Black Black Friday

 

We used every touchpoint at our disposal to get Seattleites thinking about Black-owned businesses last holiday season: from a launch video featuring local Black artists and businesses to marketing toolkits that enabled participating stores to spread the word, billboards to wild postings to holiday shopping guides.

The campaign has received over $1 million in free marketing to advertise the campaign and holds sponsors, supporters and partners like BECU, The Seattle Times and Spotify. Former professional athletes like Doug Baldwin and Brad Evans have also endorsed the program.

 
 

Instagram: https://www.instagram.com/blkblkfriday

OOH - Guerilla

 OOH - Mobile Billboard

 OOH - Transit Station & Mobile Billboard

Donated Media | OOH - Billboard

Participating stores

Microsite: https://blackblackfriday.com/

Digital

Instagram: https://www.instagram.com/blkblkfriday

The Results

Seattle's mayor officially proclaimed November 24, 2023, as Black Black Friday
Over 200M impressions
Nearly $2M in earned & donated media
Over $200,000 in sales (so far)
A 60% increase in new holiday customers for Seattle’s Black-owned businesses
A new Google Search record for “Black-owned businesses”
in Seattle during the week of Black Black Friday (13x increase YOY)

 

Executive Creative Director, Mishy Cass
Creative Director (Art), Lindell Serrin
Associate Creative Director (Copy), Becky Nissel
Senior Copywriter, Chase Condrone
Art Director & Designer (marketing collateral), Duong Le
Art Director & Designer (logo & web), Cledisson Jules
Associate Producer, Kenny Carpenter
Digital Experience Director, Robert Scherzer
Senior Project Manager, Maggie Boler
Director of Integrated Content, Maddy Giordano
Senior Integrated Producer, Kat O'Hara
Senior Integrated Producer, Dave Echenoz