Background & Challenge

For Black History Month, Google wanted to honor Black voices at scale and in local communities without losing authenticity.

Insight

True scale is found in the local stitch, not only in the national blanket.

Strategy

Embed Into The Community - Weave into endemics and local voices to become part of the cultural fabric.

Idea

Use iconic mass reach placements, collaborate with Black endemics, and increase presence in zip codes with larger Black communities.

Results

+7pts in perception