BLK - If You Know…You Know.
SPEC WORK FROM ONE SCHOOL
In creating a campaign for a dating app designated for Black singles, it was essential to stay true to their mission and still expand their platform. The best option wasn't to reach outside of the Black culture but to show the diversity and duality within the Black diaspora that only folks within the culture would understand.
The Insight: Minorities tend to date people with similar cultures & backgrounds to better understand each other. While Black people have much in common, we also can be very different & have a wide range of cultures & experiences that we can all learn from and embrace.
The Idea: Use the BLK app as a cultural icebreaker and eliminate the awkward stage of understanding someone's connection to their culture by giving users the option to get a picture of their potential match's cultural background before actually matching with them.
The Execution: “If You Know…You Know” Campaign will encourage BLK users to match with people of similar backgrounds, but also, embrace and learn about all cultures of the Black community. Af-Am, African, Caribbean, European, or Afro-Latino.
Services
BLK meets the people in Black communities of varying cultures. Beauty supplies stores will have BLK mock haircare posters in their windows.
