Mailchimp — Brand Editorial Platform

Turning the small business blueprint Black

Role: Editorial / Strategy Director
Agency: Kin
Brand: Mailchimp

Ask

Reimagine small business storytelling for entrepreneurs who exist beyond the status quo.

Challenge

Entrepreneurial storytelling - across publications and B2B blogs/content outlets alike - usually has an editorial blindspot, lacking an intersectional lens on starting, running, growing, and existing as a small business. This is particularly worrisome, given the myriad of systemic barriers faced by Black, POC, woman, and LGBTQ-identifying entrepreneurs when it comes to securing capital, access, support, and equitable outcomes for their businesses.

Editorial Approach

Through a combination of qualitative research and editorial analysis of emergent and dominant conversations in entrepreneurship, we saw an opportunity to rewrite the small business playbook by re-centering our lens of small business excellence with Black, POC, and folks with multilayered identities at the fore. By filling the content void with actionable insights and identity affirming stories for folks who have traditionally been overlooked in entrepreneurship, we can ultimately plant new seeds of possibility and build new narratives around small business success.

Creative Solution

Enter Bloom Season -- a community-centered editorial platform with first-hand experiences and insights to help entrepreneurs of colour thrive. The inaugural issue was thematically organized around the pillars of business, being, and beyond, bridging together the present and the future with experiences of people who are pushing business beyond usual. Some of the features we commissioned include: The great reverse migration; The past, present and future of the #BuyBlack movement; Therapy for Black Entrepreneurs; Ownership & Innovation are the future of Black media & entertainment; and so much more.

Impact

Working with BIPOC folks, women, and other underrepresented groups, we shared over 20 stories across 50 contributors and a variety of media formats including long-form articles, illustrations, videos, photo essays, listicles, and immersive multimedia stories.

We also got some love from:
Muse Awards (Platinum in Website Category, Home Page, & Diversity/Inclusion; Gold in Advertising)
AdAge
It’s Nice That