The brief: 'Helpfulness'
Google needed a credible partner who would go above and beyond to help support Black-owned businesses in the face of economic injustice.
The brief
The results
What we did
The insight
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Nescafe Azera – Stay Curious
In the summer of 2020, former So Solid Crew member Swiss launched Black Pound Day, an initiative designed to support the growth of the UK's Black economy and encourage consumers to spend more of their money with Black-owned businesses. London is home to a wealth of incredible Black-owned businesses and Time Out and Google are both in the position to help people discover them.
The insight
We brought Nescafe Azera’s Stay Curious campaign to life across a 4 day series of events within a bespoke pop up venue at Shoreditch’s Truman Brewery. Anyone curious enough to walk into the space was rewarded with a truly unique and immersive sensory experience and ticket holders were able to book and take part in a range of unique events such as gospel karaoke, HIIT workouts, silent discos and neon life drawing and, of course, espresso martini workshops. The live experience was amplified across London to the target audience through a series of digital features, video, social, high impact print formats and national competitions to attend the pop up to engage audiences from across the country.
What we did
Social support from a number of high profile contributors and Black-owned businesses reaching an additional social following of 2.1M
Social content was shared 1,630 times
96,194 unique users
17,563 social engagements
Including Ashley Walters, Swiss, June Sarpong and Munya Chawawa. We also had support and coverage from the businesses that featured in the issue such as Prick London, Uncle John’s Bakery and Trap Fruits London
A huge number of reactions, comments and shares
Creating extra visibility for the campaign
Engaging with Black-owned businesses in the lead up to Black Pound Day
The results
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We created a special issue of Time Out and integrated the campaign digitally with a new channel dedicated to celebrating Black-owned businesses and culture in the capital. This series also demonstrated how Google can provide free training, tools and services to help businesses grow online.
What we did
Campaign included:
Google Helpfulness tools were seamlessly woven into the content through a combination of advertorials, display ads and integrated box out ads, highlighting the ways in which Black-owned businesses can leverage Google to promote their businesses.
A brand new Black LDN content hub on the Time Out website, pinned to the homepage navigation bar, providing an informative destination for Black culture in London.
A special issue of Time Out, guest-edited by London actor Ashley Walters and featuring work by only Black writers, illustrators and photographers to ensure credibility. Google sponsored ad space in the issue and used it to promote 12 Black-owned businesses that feature in the Black Pound Day directory, offering a free platform for them to promote their businesses.
Social campaign including a guest-editor video interview and a series of Instagram Story takeovers by different Black-owned businesses.
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SEAT
National print campaign promoting SEAT's 'Why Not Now?' campaign
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Paypal
Encouraging readers to #KeepTheChange post lockdown
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HSBC
Promoting Fentimans' summer spritz garden with delicious recipe videos
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O2 Priority
Brand intergration with Time Outs winter cocktail festival
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Google
Celebrating London's Black-owned businesses
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Airbnb
Unearthing hidden staycation treasures across the UK
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London Eye
Eye-Opening events within capsules to help reposition the London Eye
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Baileys
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Deliveroo
London's greatest food vendors went head to head, with readers deciding the winners
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Nescafe Azera
Out-of-the-ordinary events designed to reward curiosity
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Transport for London
Inspiring readers to switch up their transport habits
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Exclusive street food collaborations in London, Birmingham and Leeds
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Bombay Sapphire
Sundowners with a difference: driving awareness & trial of the new serve
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Singapore Tourist Board
Helping readers rediscover Singapore for post lockdown getaways
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Ben & Jerry's
A January extraVEGANza with Crosstown doughnuts, driving trial and awareness B&J’s dairy free range
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Greater Anglia
Looking east for staycation inspiration