An independent creative agency in LA.
Google needed to break through in a crowded category and connect with small business owners.
Introducing Heroes of Small Business - a B2B / B2C program that celebrates the tenacious spirit of small business owners. Like a proper superhero franchise, the program launched with a bombastic cinematic trailer, teeing up a three-part animated short film series from acclaimed director and animator Karin Fong of Imaginary Forces.
Every superhero needs an anthem, so we enlisted the musical talents of groundbreaking multi-hyphenate hip hop artist Tobe Nwigwe to narrate the films and create a custom track, which he released as a single on streaming platforms. Eight social creators joined as collaborators, channeling their small biz spirit as they added to the sound design of the films, riffed on the music, and shared the small businesses they love.
Then we got everyone to join the party, driving our audience to our site so they could nominate their own #smallbizheroes. Ten of the nominated businesses won $10,000, and their nominators each won $500 to spend supporting their favorite small business. A win-win for everyone.
We reminded small business owners that Google is here for them. In a world where a digital presence is so important, our site drove people to learn about the digital tools that can help power their business and put them on the map. Because every hero could use a little help.
