Acrimony                                                                                                       Other Projects

WPE was tapped to reach African-Americans through targeted promotions and outreach by hitting key cultural touch points such AA beauty salons to garner support for Acrimony.

Understanding the cultural significance of beauty salons as a way to drive buzz and WOM within the African-American community, WPE activated selected beauty shops in the top 5 AA markets across the nation. Beauty shop activations included customized ‘in-store’ merchandising to enhance the salon experience for AA patrons as well as street teaming activities to increase awareness and excitement for the Acrimony movie.

Salon Takeovers and Screening Parties
To promote ACRIMONY and to highlight the films storyline , our salon ambassadors distributed ACRIMONY branded premium assets (designed and developed as custom pieces for salon distribution) to top beauty salons . The branded swag and subsequent distribution were an effective way to reach a captive AA audience, while organically  messaging about the movie through branded premiums. The branded swag items served as a conversation starter and buzz driver of the films theme.

Social Media Strategy
Tasked with coordinating salon social media, we developed a curated list of beauty salon influencers with engaged fan bases that aligned with Acrimony’ target demographic. To
maximize reach, we worked with salon influencers to develop creative concepts that felt authentic to their fans.

Our efforts led Acrimony to become number 2 at the box office surpassing all projections.

Acrimony opened to $17.1 million at the box office for the number 2 spot

Driving conversation in the community
• Shared over 15,000 times on Facebook, Instagram, twitter and ‘liked’ by over 300,000  fans, Acrimony beauty shop experience was a hit with AA audiences.

• The Beauty shop campaign received over 3.9 million impressions to date.



The Last OG

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