Juneteenth: 8 Questions Your Brand Needs to Ask Itself

Juneteenth is regarded as a primetime showcase of African-American contributions and achievements. The holiday’s name is a combination of “June” and “nineteenth.”, recognizing the date – June 19, 1865 – that the last American slaves were freed in Galveston, Texas. After many generations, the United States finally passed a bill approving Juneteenth as a federal holiday on June 15, 2021.

Like Black History Month, brands are inclined around Juneteenth to put Black stories, culture, and people at the forefront of their marketing and advertising. These efforts should be applauded when well-founded, genuine, and delivered without incident. But, when was the last time that Juneteenth came and went without incident? 

June after June, we see brands that fall flat. Delivering authentic, appropriate, and effective messaging on behalf of or directed to the Black community isn’t easy. But, let’s be clear. Brands are not the victims and missing the mark is not a simple stroke of bad luck. 

As brands prepare to strategize and execute a successful Juneteenth 2023 campaign, there are a few questions that decision makers and stakeholders should keep in mind.

Are the right people in the room?

The ‘5 Ps’ tell us that “Proper Preparation Prevents Poor Performance”. Now is the time for executives and staff at all levels to convene and start asking the right questions to the right people. This is the space for your “dumb” questions or concerns to come out. The assumption is that your team has already taken the step of hiring Black talent. Deciding not if, but how the brand will lean on them is the next move. From there, it is time to develop a comprehensive plan of action.

Should we hire an agency or consultant?

When resources allow, hiring an external multicultural team or expert is a brilliant consideration to make. Perhaps the team could use an outside perspective that gut checks the project’s integrity. Even better, agencies can provide deeper support with strategic and creative direction. Hiring a multicultural marketing agency to supplement the demands of Juneteenth will directly impact campaign performance for the better.

Are strategic objectives defined?

While it is plausible to believe that your brand has objective-setting in the bag, avoid overlooking this critical step in the process. Whether the goal is awareness, education, entertainment, or another angle, be sure that the intention of the Juneteenth campaign is mapped out. Lean on the room’s stakeholders to vet the soundness of those targets.

Is there clarity about the audience? 

The target audience seems obvious right? “Black people!” But is it all Black people? Aim to understand that not all Black people have the same profile. There is sure to be a certain segment that your marketing needs to speak to. Learn everything possible about that particular segment while leveraging data and insights to make the answer clearer. 

Who are the people and stories?

Search your customer base and communities to find the individuals that fit the narrative. Maybe that’s filtering through a customer relationship management tool filled with data from hundreds to thousands of contacts. Even if your brand doesn’t have such an asset, go out of your way to create straight up, face to face dialogue with customers to accomplish the task. Use whatever means you have to pinpoint the characters behind your creative and messaging.

Are we being self-serving?

Consider objectives from an altruistic lens. Keep in mind that empowering the Black community is the most important piece. Monetization and profit, for example, should not be top-of-mind or even a goal at all in the short term. Wal-Mart’s 2022 attempt to sell Juneteenth themed ice cream made this clear. Beware of using Juneteenth to debut or solicit products or services that lack longevity or produce no clear value to Black customers.

Have we studied successful campaigns?

Be sure to take inventory of past Juneteenth campaigns from other brands. There can be a thin line between projects that go off without a hitch and those that crash and burn. For example, in 2020 Netflix took a unique approach to informing the public about the origins of Juneteenth with a splash of entertainment. Last year, MTV created a video series that was honest, reflective, and reclaiming. Take notes!

Will it all be over after the holiday?

Echoing a line from the MTV video above, “we will not be confined to a day. But this is the day you listen”. That said, Juneteenth at its core has meaning that must be applicable year-round to brands. While the expectation is not to frequently push the holiday itself, the effort or lack thereof to consistently reach, engage, and empower the Black community will be noticed.