The Perception Launched a Campaign Series of Six Short Films
Elena Rahman — July 15, 2021 — Marketing
References: vimeo & theperception
The Perception, a Philadelphia-based advertising agency, was brought on by the 76ers Small Business Spotlight organization and Studio 76 to create seven short videos. Each video features a different Black-owned business to support and elevate business owners in a post-pandemic world.
The agency crafted the stories of six businesses to highlight what each one offers, emphasizing how they support their communities and how their communities can support them. The first video in the series is an introduction to the campaign. By bringing the people behind the businesses to the forefront of the advertisement, the agency eliminates the distance between business owners and consumers. Featured in the films are the following Black-owned businesses: Dillonades, Divinity Skincare, Dynasty Exteriors, Farheems Hands of Precision, The Fresh Works, and the Whimsicle.
Image Credit: Shutterstock
The agency crafted the stories of six businesses to highlight what each one offers, emphasizing how they support their communities and how their communities can support them. The first video in the series is an introduction to the campaign. By bringing the people behind the businesses to the forefront of the advertisement, the agency eliminates the distance between business owners and consumers. Featured in the films are the following Black-owned businesses: Dillonades, Divinity Skincare, Dynasty Exteriors, Farheems Hands of Precision, The Fresh Works, and the Whimsicle.
Image Credit: Shutterstock
Trend Themes
1. Socially Responsible Advertising - Ad agencies can focus their campaigns on promoting social responsibility and supporting local businesses.
2. Diversity and Inclusion Marketing - Brands looking to showcase their commitment to diversity and inclusion could collaborate with minority-owned businesses and feature their stories in their advertising.
3. Hyperlocal Promotion - More businesses could benefit from hyperlocal advertising campaigns that promote small and local businesses in a community.
Industry Implications
1. Advertising - Advertising agencies can innovate their approach and create campaigns that promote and support community-based initiatives and local businesses.
2. Small Business - Small and minority-owned businesses can capitalize on socially responsible and hyperlocal advertising to attract new customers and increase their visibility.
3. Entertainment and Sports - The entertainment and sports industries can collaborate with local businesses, sponsor them, and feature them in their marketing campaigns to showcase social responsibility and community support.
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