Driving feature innovation and bold campaigns for Google
Challenge
Google’s business tools lacked features to meet a key unmet user need: helping people find and support Black-owned businesses. A 600% surge in search interest underscored this untapped opportunity and highlighted a critical gap in connecting users with relevant information and empowering business clients.
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Identified an untapped opportunity to align Google’s tools with unmet user needs, addressing the gap in helping users find and support Black-owned businesses.
Designed the insights framework, strategy, and messaging to bridge this gap and ensure product alignment with user demand.
Guided business outreach strategy by identifying priority verticals, metro areas, and trending search terms to illustrate user interest for feature adoption.
Co-developed the Black-Owned Friday creative concept with an art director and copywriter, creating a shoppable video campaign to amplify Black-owned businesses.
Supported the campaign with a cross-platform strategy, integrating shoppable video ads, OOH placements, and digital activations across key metro areas.
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Over 100,000 businesses adopted the Black-owned attribute within three months.
610% surge in searches for “Black-owned shops near me” during Black Friday–Cyber Monday 2021.
Black-Owned Friday campaign generated 11 million YouTube views and a 115% increase in social posts about Black-owned businesses.
Recognized with 4 Cannes Lions, the D&AD Yellow Pencil, and the One Show Best of Integrated award.
Covered by 60+ media outlets, reaching 3.7 billion people globally.
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This initiative highlighted how identifying unmet needs and aligning them with scalable strategies can deliver measurable impact and lasting business value.
