Brief/ Create an engaging and attention-grabbing brand campaign that will solidify BLK’s place as the premiere social/lifestyle app for “The Culture”.
Insight/ Minorities tend to date people with similar cultures & backgrounds to better understand each other. While Black people have much in common, we also can be very different & have a wide range of cultures & experiences that we can all learn from and embrace. Solution/ Use the new BLK app feature If You Know, You Know tounderstand the user’s connection to their culture by providing prompt questions regarding ethnic values, taste & interest to get a feel for their potential match’s cultural background before actually matching with them.
Execution/ The feature and campaign will encourage BLK users to match with people of similar backgrounds but also embrace & learn about all cultures of the Black community, be them Af-Am, African, Caribbean, European, Afro Latino, etc.
Activations
BLK gets grassroots by promoting the “If You Know You Know” campaign by using visual dialects that are familiar to people of the African Diaspora. From South London, to South Central.
Local Business partnerships
BLK partners with local businesses like restaurants, that service pockets of the Diaspora like Caribbean and Mainland-African neighborhoods, rebranding dish-ware and product packaging to create cultural bridges in the real world.
Caribbean restaurants will serve meals on plates with tags from the campaign.
International aisles in grocery stores will be BLK branded with tags that highlight variety within the cultures of the diaspora.
OOH
Audio & experience
The World Is BLK
”The World Is BLK” single featuring Burna Boy, Koffee, 21 Savage, Doja Cat & Cardi B. Private release parties hosted by the Artists will occur in each Artists’ hometown. Using the app as entry, each party is themed based on the Host Artist’s cultural background-be it Haitian, Dominican or Atlantien.
