Black people make up 8% of Seattle’s population, but own less than 1% of its businesses. So, we co-opted America’s biggest commercial holiday to highlight local, Black-owned businesses and incentivize intentional spending with a card that saved shoppers 20%—without costing those businesses a dime. This lead to over 200 million impressions, ~$2 million in paid and donated media, and a 60% increase in new customers for the black-owned businesses.