Cosmetic brands that are trying to reach female Gen Z consumers are connecting with them via one of their favorite activities: online gaming. Brands are offering products to customize avatars, sponsoring esports teams, running social media campaigns to target gamers, launching channels on Twitch, and incorporating game brands in their offline offerings. One criticism is that brands are overlooking the opportunity to sponsor Black content creators in their efforts to target gamers. Identify a Black creator with gaming content. Create a plan for how a brand like e.l.f. cosmetics might include Black creators in a digital marketing brand campaign. (AACSB: Written and Oral Communication; Reflective Thinking)