BLK, Match Group’s Affinity dating app for Black singles, is expanding its recent ‘One You Go BLK’ campaign that was first launched in February.
The brand is staging a “takeover” in Atlanta, a city with one of the highest populations of young Black singles in the US. This includes collaborations with local businesses to curate activities, experiences and dating events for the community.
A number of video assets, influencer amplifications and corporate partnerships will continue to be rolled out throughout the remainder of the year.
Jonathan Kirkland, BLK Head of Brand & Marketing, said in a statement: “Atlanta seemed like the perfect place to launch this next phase of “Once You Go BLK” given its vibrant community of young Black singles.
“We’re excited to work with local community partners to create unique experiences that foster connections both on and offline.”
BLK is also going to donate funds to the Black community’s vaccination effort. This is part of Match Group’s wider work with the US government to supply incentives for young people if they get their jabs.
This campaign was created with ‘Majority’, the creative marketing agency founded by former NBA star Shaquille O’Neal which aims to team up with diverse brands.
Majority’s Chief Strategy Officer Asmirh Davis added: “BLK celebrates and advances Black culture and the power of Black connection, so it was only fitting that we partner to bring this campaign to life right in our hometown.”
Visit the BLK website here.