the ask:
Create an engaging and attention-grabbing brand campaign that will solidify blk’s place as the premiere social/lifestyle app for “the culture”.
the insight:
During the pandemic, heightened racist sentiment, harassment and violence against Black Americans have contributed to our increased risk of depression and anxiety.
the idea:
Create a refuge from racism and an opportunity for healing with an easily accessible roadmap to low-stakes Black spaces where members can unwind and connect in the physical world.
WE OUT HERE
Now users can date BLK both on and off the app
Product Design
Using geolocation, an in-app event calendar compiles a list of upcoming hobbyist and social activities for Black folks in the area, facilitating new romantic connections and building community. Users can pick an event (dance, hiking, screenings, stand-up, etc.) and invite someone they matched with or go on their own.
Social
Instagram stories put the word out about events with vibey POV visuals and music. These ads also poll the public’s interest and direct consumers to download the app.
OOH
Digital billboards in urban spaces show off the fun BLK users have at these events.
Experiential
Periodically partner with Black-owned businesses (restaurants, clubs, events, etc.) to host larger community events (i.e. flea markets, reggae festival, African marketplaces).
Video Credit: Revolt TV
Video Credit: SkateLyfe TV
