Knowing the influence African Americans have had on our country's history, we sought to uncover the infinite experiences in the untold stories which have created the conditions for Black Excellence. As such, Nissan set out to celebrate Black History Month (BHM) 2021 (February 1-28) by highlighting Black innovators in STEM fields. Nissan and BET have enjoyed a longstanding corporate partnership that has always highlighted Nissan's commitment and support of the African American community, specifically supporting up-and-coming artists through our sponsorship of the Nissan Stage.
With that support in mind, the "Driving the Beat" campaign goal was intended to give dimension to the untold stories of Black innovators impacting American history & Black culture. Our primary objectives were to drive video views and impressions of BHM videos through organic and paid support, encourage visits to the Nissan USA BHM site and employ essential social, streaming, and editorial platforms to engage the audience with the BHM assets. In addition, the campaign set out to increase brand awareness and familiarity with Nissan and drive Nissan's "thrill" positioning.
Later in 2021, Nissan and BET took this a step further and opted to expand Nissan's support by offering mentorships to three lucky finalists – and appropriately titled this extension of the campaign "Next Up." BET and Nissan placed a focus on music & innovation as a platform to showcase the strong connectivity that music has to the African American culture. The "Next Up" program, featuring Grammy Award-winning hip-hop producer Just Blaze, highlighted young aspiring music producers that accepted the challenge to work on taking their music to the next level. The campaign's overall objective was to drive deeper engagement and brand relevancy through the development of custom content by telling authentic and thrilling stories for Nissan to the African American community.
Mosaic Award 2022 Winners