It’s Time for Brands to Super Bowl–Size Their Black History Month Campaigns
Major events, such as the Super Bowl, Valentine’s Day, and Black History Month, all take place in February. However, brands put way more effort into promoting the first two.
This disparity shouldn’t be ignored.
According to FOX, this year’s average 30-second Super Bowl spot cost $7 million. The fact that brands rarely spend 1% of that on Black content is egregious, and consumers notice.
Digital.com released a survey that found 74% of Black and African American consumers believe most Black History Month campaigns are not genuine. The report also stated that 21% of Black and African American consumers find these ads offensive and generic.
If brands created Black History Month campaigns with half the energy as Super Bowl ads, imagine the authentic and creative connections that could form. Although many companies and organizations miss the mark when celebrating Black heritage, a few companies have done it right.
Here are two Black History Month Super Bowl–sized ads brands can learn from.
Google’s ‘Most Searched’
Google scored a major touchdown when it released its “Most Searched: A Celebration of Black History Makers” ad in 2020. The campaign effortlessly connected with Google’s audience and told a powerful story about how Black and African Americans influenced the world using actual stats from its search engine. This campaign seamlessly incorporated Google’s product into the storytelling. The campaign was thoughtful, memorable and kept the integrity of Black History Month.
Urban Outfitters: ‘The HBCU Collection’
Education is the driving force of Black History Month, and Urban Outfitters’ “2022 HBCU Black History Month” capsule collection embodied this idea. The company worked with five design students from three historically Black colleges and universities (HBCUs) to design 24 items.
According to its site, the Urban Outfitters’ HBCU “Capsule Collection” pays homage to and champions historic Black institutions. Its effort to spotlight Clark Atlanta University, Howard University, and North Carolina A&T State University design students was a great play!
The moral of this story is simple: Don’t be cheap with your Black History Month budget because how much you spend in money and time shows. A great campaign should never be discounted because it has the power to not only shape audience behavior, but it can also make a real-world difference.
Share your favorite Black History Month Super Bowl-sized campaigns with us.