MassMutual
The Greenwood District in Tulsa, Okla., better known as Black Wall Street, epitomized Black American success in the early 20th century.
In a tragic event now known as the Tulsa Race Massacre, a white mob killed hundreds and burned over a thousand homes and Black-owned businesses, leaving a scar on American history. To note this solemn 100-year anniversary, T Brand Studio and MassMutual sought an earnest way to help Black-owned businesses grow and thrive.
Such a significant national event called for a message with positive national impact, so we transformed The Times’s platform into a digital storefront featuring 100 Black-owned businesses from around the country.
Our paid post “100 Black-Owned Businesses You’ll Love,” which was tied to The Times’s important “Black History, Continued” series, included an introduction featuring quotes from Jacqueline Wiggins, a MassMutual business planning attorney, providing context around Black Wall Street and the lasting obstacles for Black entrepreneurs. The ad campaign also included 100+ custom ad units individually spotlighting each enterprise, helping Times readers discover and shop new businesses.
MassMutual’s ad campaign deeply resonated with readers and delivered a tangible impact.
The “100 Black-Owned Businesses You’ll Love” campaign manifested economic empowerment through The New York Times’s far-reaching digital platform. Many of the businesses experienced an increase in site traffic and social-media followers, and some saw revenue gains and media attention.
MassMutual offered financial advice for participating businesses owners. Brand metrics indicated that the campaign left a positive impression on MassMutual’s audience, with a significant increase in the belief that the brand supports Black-owned businesses and local communities.
35,000+
visits to Black-owned businesses’ websites
+50%
increase in people’s belief the MassMutual supports Black-owned businesses
+19%
increase in the belief that MassMutual has the best interests of people at heart