My Black Box Club boasts as the first bi-monthly subscription box service owned by a black woman to promote black-owned products. The brand’s goal is to bring more awareness to black-owned products; from everyday essentials to occasional items.
We have black consumers as our primary target and non – blacks who want to explore black-owned products as a secondary target
Penetrating an existing subscription box market that is mostly populated by non – black products posed a great challenge for us. People were already accustomed to the idea of purchasing subscription boxes but how could we influence them to purchase a box that contained black 0wned products only?
SOLUTION AND EXECUTION
Our solution was to launch and maintain a strong messaging across all social media platforms and to engage niche influencers to introduce people to the brand.
SOCIAL: We created social media pages to communicate the essence of the brand and the products to expect in the box.
INFLUENCER CAMPAIGN: We engaged influencers with strong black communities to raise awareness about the brand, including affiliate links as remuneration and sweepstakes for new audiences.