Role: Strategy, Insight Development, Trend Research
Project: Google – B.O.F. Cultural Campaign
Timeframe: Nov 2024
Deliverables: Cultural Insight, Creative Strategy, Campaign Positioning
Black Owned Friday
I helped shape the early strategy and creative framing for Google’s Black-Owned Friday (B.O.F.) campaign — a cultural initiative spotlighting Black-owned businesses through community-powered storytelling.
The final campaign encouraged people to upload videos shouting out their favorite Black-owned brands, transforming those videos into dynamic, Google-powered ads. It also directed users to an online hub where they could discover new businesses and access tools for visibility and support.
Overview
THE APPROACH
One of the foundational ideas I contributed was reframing word of mouth as media — “Put them on” turning personal video shoutouts into digital billboards of love. We grounded this in the cultural truth that many Black-owned businesses grow not through ads, but through being put on by the community.
To make it feel real and rooted, we proposed featuring successful Black entrepreneurs to spark participation and ensure authenticity — while giving everyday users the tools to amplify local businesses they believe in.
Our strategic angle focused on:
Community-driven storytelling
Frictionless sharing through mobile-first content
A digital hub that lived beyond the campaign window
Why It Matters
Black-Owned Friday was more than a campaign — it was a movement powered by culture, community, and participation. My role was to help shape a creative strategy that honored that — making the act of recommending a business feel just as powerful as spending money with one.