Black Entrepreneurs Day

PROBLEM - during the Covid-19 pandemic, The General challenged Zach to uncover and execute unique opportunities to reach and engage with its target audiences in collaboration with its national brand ambassador Shaquille O’Neal; at the same time, The General wanted to develop programs that supported communities in need.

SOLUTION - in collaboration with rights holder Medium Rare, Zach designed, negotiated and activated The General’s sponsorship of Daymond John’s inaugural, live streaming event Black Entrepreneurs Day (BED). The event offered guidance and inspiration to the next generation of black entrepreneurs and The General became the presenting sponsor of event’s most prominent content - Game Changer Conversations. In each segment, John interviewed black business leaders and celebrities including but not limited to Shaq, LL Cool J and Gabrielle Union.

ROI - the first-ever BED drove 7.4m unique viewers, over 1b cross-channel impressions for The General including substantial, national earned media and $131m+ in equivalent media value; The General supported communities in need by donating $25,000 to a black entrepreneur via the NAACP’s Powershift Grant and provided free, 1:1 mentorship sessions for the recipient with Daymond John, Shaq and The General’s CRO Elicia Azali. The event was nominated for three 2021 Webby Awards and received two - in the “Virtual & Remote - Business & Finance” category.