Google's Black History Month Campaign Speaks Volumes
Black History Month. Many brands talk about it. Far too many (still) screw it up. Unfortunately, I’ve been involved in helping address issues and crisis for brands who’ve inexplicably botched it in the past. It’s in part why I tend to view marketing efforts associated with BHM with an extra dose of skepticism. Even more the reason I am particularly impressed with Google’s BHM effort.
Here’s a look at the spot that officially launched their Black History Month communications campaign, which aired during this past Sunday’s Grammy Awards.
[youtube=://www.youtube.com/watch?v=Qyiautg41h8&w=854&h=480]
It’s just well done. Countless media, consumers and brand marketers have come to that same conclusion. A compelling message, delivered simply. You want to honor and recognize African-Americans and their influence in this country? And you’re the most-used search engine on the planet? This seems the perfect way to do it.
Google’s “Most Searched” tribute includes icons, newsmakers and culture catalysts of American history - across politics, music, sports and more. Prince, MLK, Maya Angelou, Jimi Hendrix, Michael Jordan, Rosa Parks and Serena Williams all make appearances, among dozens of others. The featured personalities were, of course, driven by their relevance and staying power, all as measured by Google algorithms and search data:
“To find them, we used U.S.-based Google Trends Data to identify Black American achievements that were searched more than any others between January 1, 2004 – when U.S. Search Data first became available – and July 1, 2019…Here’s to the history makers and all those they continue to inspire.”
A companion website goes deeper into the who and how. It’s a fascinating and engaging site that mixes a look at data and analytics, along with tons more clips, quotes and nuggets of inspiration. It’s one of those rabbit holes that’s worth diving down.
Another hat tip is owed to Google’s marketing team for their strategic release timing — the tip of the spear of a broader marketing push. It was a smart move to debut during the Grammys, one of pop culture’s biggest nights and an evening that doubles as one of the peak moments for social media in this country (and beyond).
Oh yea, and this all kicked into gear the final week in January, prior to the official start of Black History Month. Not an accident. I love it. Own the space a bit more, and get a dialogue going on a topic that deserves far more than a month-long magnifying glass anyway.
Finally, Google also announced a significant $3 million grant to support the NAACP’s Afro-Academic, Cultural, Technological and Scientific Olympics, a program that “enables Black high school students to share ideas, compete and showcase innovations in STEM, humanities, business and the arts.” Here is Justin Steele of Google.org talking more about the rationale and motivation behind the funding:
“Growing up, I saw firsthand how the NAACP ACT-SO program inspired young Black talent to believe in and showcase their brilliance…We know that 65% of students will work in careers that don’t even exist today, so programs like ACT-SO that are preparing, recognizing, and rewarding African American students are important to ensure that everyone has an equal opportunity to be innovators and culture makers.”
Putting their money where there mouth is adds to the completeness of the campaign and its power and relevancy.
The bottom line? If you’re searching for a “best-of” example for those brands marketing around Black History Month here in 2020, well, just ask Google.