Black in Bloom

Bringing to life eBay’s purpose of economic opportunity for all

Our partnership

eBay briefed Coldr to launch the game-changing Black in Bloom - eBay’s first hub featuring Black women business owners who have graduated from the Black Girl Fest x eBay Seller Academy.

Our approach

Before we began crafting a narrative to spread the word about the Black in Bloom hub, our community-first strategy saw us first tap into the lived experiences of the Black women business-owning community to enable us, and eBay to better tell their stories. We commissioned indepth research which revealed the greater challenges and barriers to success faced by Black women versus their counterparts. The research was then crafted into a news story and seeded to national, broadcast, lifestyle and Black media as part of a comprehensive media plan. Earned media column inches were supplemented by a partnership with Refinery 29. We also led on the creation of photography assets and consulted on influencer engagement. And to add an experiential flavour, we hosted a Launch Event at Akoko, a Black-owned, West African restaurant during which Kpoet, Simply Sayo recited her viral poem “Soft Life”. 

Results

More than 20 journalists and influencers attended the dinner and media coverage was secured in key outlets including Vogue Business, Stylist, The Sun and The Voice to name a few.

And what’s more

Attendees at the Launch Event commented on the electric vibes, the excitement surrounding Black in Bloom and how great it was to see the work being done to support Black women entrepreneurs by a leading brand