Challenge

The ask was to showcase that Google is more than a search bar, it’s a gateway to understanding different cultures, which is something Google has long stood for. Through research, we know that consumers are more likely to associate with a brand that champions something they believe in. 

Solution
In a linear & streaming focused partnership,Google championed Black culture & community via Hulu’s unmissable documentary. Known as “the Black Woodstock”, Summer of Soul premieres the never-before-seen concert footage of the festival that took place at Mount Morris Park in Harlem in 1969. It sheds light on the importance of history and the power the music possesses during times of unrest both past and present.

Summer of Soul is a top 10 title on the platform in terms of Active Users and amongst Documentaries, is a top 5 title in terms of Active Users and Minutes Watched.

Role included: negotiating partnership package & securing sponsorship via a closed bid system to Disney. Management of custom assets & delivery of campaign.