12 Black Celebrity & Influencer Campaigns to be Inspired By: Insights for Marketers
The conversation around brand collaborations with Black communities has evolved beyond a designated month. Brands recognize the importance of authentic, year-round engagement that celebrates Black culture and its vibrant contributions.
The History of Black Culture and Advertising
Starting with the Black history month's connection to advertising dates back to its inception in 1926 as "Negro History Week." Early efforts focused on historical figures and education, with brands like Ebony magazine using advertising to promote awareness. During the 1960s, the Civil Rights Movement shifted towards campaigns advocating social justice and economic empowerment. By the late 20th century, brands began celebrating Black culture and achievements more broadly, with initiatives like McDonald's "Salute to Black History Makers" (1988).
Today, Black History Month campaigns aim to honor the past, engage meaningfully with contemporary issues, and support Black communities. (Source: Association of National Advertisers)
The Power of Partnering with Black Celebrity and Influencers
Celebrities and influencers can amplify your message and reach wider audiences, but choosing the right partners is crucial. Black adults, compared to any other culture, are 71% more likely to buy products endorsed by an influencer. (Nielsen x Group Black Report).
Consider these aspects:
Align with Brand Values: Ensure the celebrity or influencer shares your brand's values and connects with your target audience authentically.
Community Credibility: Look for partners who have a genuine connection with and influence within the Black community.
Content Co-Creation: Collaborate with partners to create authentic, engaging content that resonates with their audience.
Bonus: Community Engagement: Don't partner with celebrities or significant influencers. Reach out to grassroots organizations, local voices, and smaller creators who represent the diverse realities of Black communities. Actively listen to their needs and perspectives.
12 Campaigns to be inspired by
1) Equality by Nike
Nike's "Equality" commercial packs a punch with its Black History Month message. A diverse cast of athletes and celebrities, from Lebron James and Serena Williams to everyday people, unite in powerful black-and-white visuals, creating a call for inclusivity. The uplifting soundtrack and "Equality has no boundaries" tagline resonate deeply, inspiring viewers to act for a fairer world. This video masterfully demonstrates how brands can use their platform to champion social issues while delivering impactful messaging.
2) Frequency Zine by Spotify
Spotify celebrated Black creators last February with Frequency Zine, showcasing rising artists across genres. Playlists, digital covers, photoshoots, and interviews with Austin Millz, Bree Runway, and Kelela highlighted the initiative's commitment to supporting marginalized creators and promoting equity in audio. Follow Frequency on social media to stay informed about future endeavors.
3) Make it BLACK by Uoma Beauty
Ditching token makeup shades, Uoma Beauty's Chuter launched "Make It BLACK" – a Black History Month campaign amplifying more than just aesthetics. It aimed to reshape perceptions, spark activism, and empower Black founders.
Limited-edition products from Uoma, e.l.f., and others fueled the Pull Up For Change Impact Fund, but sales were only part of the focus. The campaign actively challenged negative "black" connotations through education and even petitioned for a dictionary update.
Uoma's "Freedom Palette" and engaging social media-fueled participation raised nearly $1 million for Black founders and ignited crucial conversations about representation and language. Inspired by Chuter's activism, industry giants like Coty joined the call for change.
"Make It BLACK" wasn't a fleeting moment but a movement for lasting change. By empowering Black voices in the beauty industry through action, celebration, and community support, its impact resonated far beyond the campaign's timeframe.
4) #BlackBoost by Urban Decay
Urban Decay skipped the usual Black History Month product push and went rogue on TikTok with #BlackBoost. There are no sales pitches, just a call to share personal stories of "making Black history." Partnering with rising Black creators and their field teams, they prioritized authenticity.
Engagement was moderate (331,900 views across ten videos), but success wasn't about numbers. Urban Decay learned that personal storytelling resonates on TikTok, ditching "polished" messaging is vital, and supporting diverse voices matters even without immediate sales goals. Moving forward, they'll expand similar initiatives beyond Black History Month and other channels but avoid constant engagement to stay authentic.
This campaign marked a shift for Urban Decay, valuing community building and empowering voices over direct brand promotion. While the initial spark was tiny, the focus on learning and long-term engagement paves the way for future initiatives on other platforms.
5) Dream in Black by AT&T: Celebrating and Empowering Black Futures
For AT&T, equality lies in access to opportunities. Their signature, multi-year initiative, Dream in Black, empowers Black communities through various actions. Notably, Black Future Makers recognizes individuals shaping culture, promoting equity, and paving the way for future generations.
Celebrating both past and present, the program features an online hub showcasing alum accomplishments and highlighting new Rising Future Makers from HBCUs. This creates an inspiring space filled with stories of success and possibilities.
Further emphasizing the focus on future potential, this year's campaign includes a free public art exhibition showcasing the work of Black Future Maker Artist in Residence Georgie Nakima. Her art is even featured in a "Portrait Generator" tool, allowing users to visualize themselves as part of the movement. Overall, AT&T's Dream in Black goes beyond mere celebration. It actively invests in empowering Black communities and individuals, ensuring their voices and ambitions shape the future.
6) Black Beauty is Beauty, by Sephora
Sephora's "Black Beauty is Beauty" campaign isn't just a celebration, it's a powerful statement. Their stunning film by Oscar-nominated director Garrett Bradley highlights the often-overlooked influence of Black culture on modern beauty, leaving viewers in awe. But Sephora's dedication goes further. They're committed to the 15% Pledge, increasing the number of Black-owned brands on their shelves. They even launched the Sephora Accelerate program, specifically nurturing BIPOC-owned beauty businesses like Kulfi Beauty. Internally, they prioritize inclusivity through mandatory anti-racism and unconscious bias training for all employees. This campaign isn't just words, it's action. It amplifies Black voices, acknowledges their contributions, and pushes for inclusivity. It's about creating a community for everyone to feel valued, seen, and celebrated; that message is worth hearing.
7) Highlighting Black-owned business with Nordstrom
In celebration of Black History Month, Nordstrom highlights Black-owned businesses and creators through various initiatives. They're partnering with Chef Lauren Von Der Pool for special meals and Sunday dinners, showcasing Black-owned brands in pop-up shops, and spotlighting emerging BIPOC designers. Nordstrom aims to empower their customers and employees while promoting more significant equity in the retail industry.
8) Celebrating Black Joy by MAC Cosmetics
Beauty vlogger Nyma Tang, known for championing darker skin tones on her "Darkest Shade" YouTube channel, collaborated with MAC Cosmetics to create a red lipstick fit for dreams. Sharing her excitement on Instagram, Nyma donned a lab coat while mixing (and rocking!) a stunning orange-hued red. "I created my dream RED lipstick, and I can't wait to share it with you guys," she captioned the post, hinting at a shade that could rival Rihanna's iconic Fenty Stunna Lip Paint.
Though the final shade and release date remain secrets, anticipation simmers, fueled by the legions of fans eagerly awaiting the launch. This lipstick will sell out fast because of the buzz under her announcement. While details are still emerging, one thing's clear: this collaboration promises a unique red lipstick that caters to those with deeper skin tones, leaving fans eagerly awaiting its arrival.
9) Black & Positively Golden by McDonald’s
McDonald's Black & Positively Golden campaign celebrates Black achievement and empowers the future. It transcends mere marketing by actively supporting education, entrepreneurship, and storytelling within the Black community.
The campaign highlights positive narratives through initiatives like "Future 22," showcasing 22 impactful Black leaders. Engaging content like a Keke Palmer-narrated video series and a commercial directed by a featured leader further amplifies these inspirational stories.
But the commitment goes deeper. McDonald's fosters diversity internally through employee programs and collaborates with organizations like the YWCA and Thurgood Marshall College Fund, offering scholarships and entrepreneurship opportunities.
Black & Positively Golden isn't just a campaign; it's a multifaceted approach to empowering Black communities through celebration, education, and opportunities. This commitment aims to leave a lasting impact, uplifting Black voices for generations.
10) Adobe—Celebrating Black History Month with joy, community, and creativity
Joy, community, and creativity defined Adobe's Black History Month celebration. Employee stories mingled with artists' voices, and discussions unpacked Black hair's heritage. Their Taking Action Initiative showcased progress toward inclusion while fundraising empowered impactful organizations.
Beyond internal walls, "History Recognized" campaigns on social media amplified Black creators' influence. Further amplifying Black voices, partnerships with IndieWire, and platforms like TikTok and Instagram spotlighted Black women in film and social media.
This approach transcended mere recognition. It fostered joy, built community, and amplified Black voices. Adobe cemented its commitment to diversity, equity, and inclusion, supporting organizations fighting for racial justice and leaving a lasting impact beyond February.
11) Black Beyond Measure by Target
Target's "Black Beyond Measure" campaign wasn't just about celebrating Black History Month – it was a commitment to lasting change. Their goal? Amplify Black voices and empower Black-owned businesses. Here's how they did it:
Firstly, they pledged to spend over $2 billion with Black-owned businesses by 2025, opening doors for economic opportunity. They also fostered creativity by offering a Black History Month collection designed by HBCU students and entrepreneurs, further championed through the HBCU Design Challenge and other initiatives. They launched the Target Scholarship Program to invest in the future, offering $5,000 to 1,000 HBCU first-year students and providing mentorship and networking opportunities.
But Target's commitment didn't end there. They created a dedicated "Buy Black" page on their website, showcasing over 1,000 Black-owned brands available year-round. As a Multicultural Merchandising Senior Buyer, Frankie Neptune stated, "Our efforts in supporting Black-owned brands happen every day."
"Black Beyond Measure" wasn't just a campaign; it was a promise kept. By investing in Black businesses, partnering with Black creators, and offering ongoing support, Target made a lasting impact far beyond February, empowering Black communities for generations to come.
12) Black is Remarkable by Amazon
During Black History Month, Amazon's "Black is remarkable" campaign celebrated Black excellence across various areas. Amazon empowered these entrepreneurs by highlighting stories and products from Black-owned small businesses on their storefronts and pop-up locations. Partnering with artist Moses Sun and showcasing Black fashion designers on Amazon Fashion, they further amplified Black creative voices.
Live conversations with Black celebrities like MJ Rodriguez and Kandi Burruss offered relatable perspectives, emphasizing the importance of supporting the Black community. Amazon also shared book recommendations from Black authors and featured the experiences of Black employees, demonstrating an inclusive stance. This multifaceted campaign exceeded recognition, providing concrete opportunities and exposure for Black businesses and creators. By celebrating Black culture, achievements, and diverse voices, Amazon contributed to Black History Month and reaffirmed its commitment to diversity, equity, and inclusion, encouraging customers to do the same.
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