Marketers should stop chasing fleeting viral moments and instead focus on building long-term, committed relationships with communities, according to NeAndre Broussard, CEO of BMW Digital and founder of the Black Menswear movement.
Speaking at ADWEEK’s Social Media Week on Tuesday, Broussard drew from six years of growing Black Menswear to make the case that consistency and genuine commitment, not trend-chasing — are the keys to creating lasting cultural relevance.
Broussard’s agency, BMW Digital, specialises in helping brands connect authentically with Black consumers, particularly Black men. Since its founding, the agency has built a following of nearly one million across social platforms and executed more than 40 activations spanning three continents.
“We were not trendy, but we were consistent,” Broussard told the audience. “We were committed.”
He criticised many modern marketing campaigns for being built around isolated moments rather than the communities that give those moments real meaning.
“Culture isn’t a media buy — it’s a relationship,” he said. “Communities don’t operate off of campaigns.”
To help brands move beyond short-term tactics, Broussard outlined four practical principles for fostering authentic community ties:
-Listen before launching a campaign
-Partner with platforms that already have established trust
-Invest beyond individual campaign cycles
-Amplify the voices those communities already follow
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The ultimate goal, he emphasised, is to position consumers — not the brand — as the hero of the story.
Campaigns developed using this approach, including initiatives tied to the Kentucky Derby, have achieved net sentiment scores in the high 90% range, according to Broussard, who presented the strong metrics as proof of the strategy’s effectiveness.
“Ask them, and they will tell. Empower them, and you will sell,” he concluded.
Broussard’s message comes as brands continue to grapple with how best to engage diverse audiences on social media amid growing scepticism toward performative or short-lived campaigns.
His own Black Menswear movement, which began as a celebration of style and excellence among Black men, has evolved into a powerful platform for cultural storytelling and community impact.
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