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Mirror Digital has built a business helping brands and advertisers reach its network of diverse multicultural content creators and influencers.
Founded in 2012 by CEO Sheila Marmon, Mirror Digital is a Black-owned digital media company that supports multicultural creators and the diverse voices unique to their cultures. It now represents more than 850 creators who use the web, mobile, social, video, and other emerging digital platforms to reach the Asian American and Pacific Islander, Black, Latinx, and LGBTQ+ communities.
Los Angeles-based Mirror Digital is a purpose-driven company that was born out of the desire to create opportunities for underrepresented digital publishers and people of color in the innovation economy. By adopting advertising innovation and bringing Fortune 500 companies into the conversation, Mirror Digital is aligning brands with authentic storytelling and driving revenue for diverse-owned publishers, creators, vendors, and partners. And it’s one of the only such firms led by a Black woman.
Navarrow Wright, COO and CTO at Mirror Digital, was previously a product marketer for Facebook and he helped lead the global launch of Reels and its creator ecosystem.
A neglected audience and neglected influencers
It’s pretty clear that Mirror Digital’s services are needed. Anita Sarkeesian’s now-closed Feminist Frequency showed a decade ago that video game characters weren’t very diverse, and depictions of women were often stereotypical. On the creator side, if you look at the top influencers on Twitch, it’s not easy to find diversity. Mirror Digital helped create a custom digital media program to promote awareness of McDonald’s Golden Gamer program to promote registration for students and families at Historically Black Colleges and Universities. It targeted GenZ and Millennial esports fans and casual gamers. The campaign delivered a large number of impressions and generated registrations as well as an impressive engagement rate surpassing industry benchmarks. “We connect multicultural publishers and influencers with brands for brand campaigns,” said Wright, in an interview with GamesBeat. “We partner with them to create unique campaigns that deliver their brand message in an authentic way.”
Challenge and opportunity
